There is a lot of talk these days in the direct mail marketing world on the subject of variable data printing. If you are not familiar with this relatively new technology, allow us to give you an abbreviated overview.
Variable data technology (VDT) itself is not all that new to publishing. Its predecessor was the mail merge tool introduced on most desktop systems in the 1990’s. In it, the variable information found on one’s database could be accessed and dropped into a print field on a document, creating a personal greeting to an otherwise impersonal letter. In most cases, it