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Even then, the burden remains on the industry to help distributors maximize account potential. Romano pointed out that the industry isn’t fully utilizing digital technology for variable data. “All suppliers have not adopted the ISO standard PPML/VDX (Personalized Print Markup Language/Variable Data Exchange),” he explained. Developed by the Committee for Graphic Arts Technologies Standards, and approved by the American National Standards Institute in early 2002, it specifies a way to use information in PDF and PPML format for variable-data printing as intended by the originator. “Some suppliers also have proprietary approaches that won’t allow blind transfers or moving jobs from machine to machine,” he added.
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Maggie Dewitt
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