What can variable do for me?
If you’re in the printing industry, I’m sure its a question you’ve asked yourself—perhaps you’ve even answered it by building up a variable data portion of your business to add value for your customers.
The widespread adaption of digital means that variable is becoming a larger part of many printing shops, but, as with any new technology, it’s often difficult to envision exactly what variable capabilities could mean for you. As a result, many print shops that could benefit from variable have not plunged in to the marketplace, with a result of much unrealized potential, both for printers and their clients.
Here at Graphic Arts Magazine, we understand the difficulty of keeping up with the latest technology while maintaining and strengthening existing services. We understand that you might not yet have a vision of what variable can do for you. So, together with our partners at FujiFilm Canada (www.fujigraphics.ca) and Terminal Van Gogh (www.terminalvangogh.com), we’ve created a cover for our October issue that we hope will give you a taste for the many possibilities of variable.
Our October cover will be a completely variable one-to-one designed cover, with both cover art and advertisements targeted specifically to your business needs and geographic location. Variable allows you to market to a target audience as small as one, and we hope that our October cover will show you just how effective such targeting can be. Be sure to compare your issue with ones received by your collegues—your pressroom coworker’s cover will be different from that of your collegue in customer service!
It seems unbelievable at times that the technology exists to so specifically target mailers, magazines, and the myriad of other printed materials that your shop creates. But if your disbelief is the only thing stopping you from diving in to variable, we encourage you to consult with sales reps or other printers who have the technology and start discovering how variable can add value to even the simplest of jobs.
What can variable do for you? Find out in our October issue.
Catherine M.A. Wiebe
