Ad Agencies Use of VDP Gaining Ground

TrendWatch Graphic Arts reports that 44% of ad agencies worked on some type of personalized, customized, variable-data or other targeted print job in the past 12 months. Although 44% of agencies said they worked on at least one of these projects, half of those said that projects were full-color and fully variable. Given these survey results, TrendWatch reports it is cautiously optimistic about VDP becoming a major force with which to be reckoned.

Investments in digital bindery equipment are creeping upward, according to TrendWatch. In Spring 2004, 7% of all print and prepress firms planned to invest in binding equipment compatible with digital presses—compared to 15% which planned to invest in bindery equipment compatible with traditional offset or DI presses. Graphic Arts Monthly will take a closer look at the bindery, focusing on "Folders That Finish," in its upcoming December issue.