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With a digital press, printing costs are the same whether each piece is customized or identical. Lowered hardware costs and improved integration of variable imaging software have finally made variable printing profitable for distributors to sell, Gray said. The sizzle distributors can sell is in the flexibility offered with such a mailing program—even one response can pay for the entire mailing. "Distributors know a lot about adding value, and it's pretty easy to justify [additional processes] when the value of an additional 1 percent or 1⁄2 percent increase in response is very high," Simon noted.
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- Companies:
- Datatel Resources
- People:
- Allen Simon
- Lindsay Gray
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