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Tout Variable Data Success
July 1, 2008

I read Bill Farquharson's SalesCall article ("Why VDP Just Won't Work") this morning and found it to be one of the most honest and perceptive assessments of VDP that I have seen to date. True, there has been a tidal wave of hype and false expectations associated with VDP, and few companies can honestly say they're thriving because of it. Nonetheless—and given the declining state of print as a communication medium—shouldn't we as industry observers and opinion-makers take the initiative to tout the successes that HAVE occurred with VDP? I'm afraid that if we don't, VDP, PURLs, cross-media and other forms of targeted direct mail will become nothing more than SPAM—reviled by consumers and printers alike. 

Dan Freedland, VP Business Development
PRIMARY COLOR LOS ANGELES 

Posted by Mark Vruno on July 1, 2008 | Comments (0)