Wouldn't the # of black plate changes required to make any meaningful "variable" text changes drive the offset print costs WAY up?? I always thought of what is described here as versioning. Multiple people all getting the same message at the same time - they just get different messages with each mailing. Not exactly the same thing as personalized, variable data DM, right?

As business Development Director of Domino Printing Sciences, we specialize in taking traditional offset processes and adding variable digital content at high speed and very low cost per unit. From US election ballots, inline serialization, to complete magazine addressing in-line there exist multiple solutions that combine traditional offset and flex print with small portable ultra fast variable imaging engines. Three key performance factors are primary in selecting a technology. These are SPEED, SUBSTRATE & QUALITY. These should be considered in reverse order. Quality determines whether certain technologies are excluded (such as low res continuous ink jets) Substrate determines which family of technology is most suitable (Solvent Fast Dry, Solvent Dryer Assisted, UV cured, Water-based or Foodgrade. Speed is a measure not only of momentary throughput but also of aggregate uptime. For instance some lower cost thermal ink-jets require enough intervention to make them unsuitable for long press runs. Regardless of the requirement many solutions exist to handle variable data in the fixed press and finishing environments.

How exactly "inkjet or toner over full color" can't be considered "not digital"? But the real question is: Have you done your math? How many plates will you need to print your mailing pieces? Add to that the downtime required to change each plate and also any waste material. You can discard this as a success story to your arsenal of war stories. Marco A. Sotelo Graphic Artist El Paso, Texas

Marco thanks for your comments and I will share some secrets with you. There is much more variable data printing done as 4 color offset which is then run through a high speed black and white toner device – then done directly as full color variable from a toner device. There are companies I work with who run multiple offset presses (one shift or more) and toner devices full time in producing this type of work. I would agree that that black plate changes can be expensive if done in excess, but black plate changes are done everyday in companies nationwide and are considered an inexpensive way to create different versions.

The is a huge difference between versioned and variable. I think most of the comments came from people who equate variable with a unique piece for each recipient whereas versioned refers to multiple recipients receiving the same piece (like Mark Vruno's "

(I don't know why the first comment got cut off) The is a huge difference between versioned and variable. I think most of the comments came from people who equate variable with a unique piece for each recipient whereas versioned refers to multiple recipients receiving the same piece (like Mark Vruno's Ouch example).

Actually, we letterpress printers have had the capabilities to print variable data since the inception of moveable type. We still run two Linotypes and a Ludlow, and imprinting an offset piece is a snap.