Variable Data Publishing (VDP) is perhaps the fastest growing segment of the printing industry. Digital printing has allowed VDP applications to become commonplace. The variable data portion of a print application is the text and graphics that are altered for each printed piece produced during the same print run. For some applications, only the name and address changes on every printed piece while more complex applications may involve changes to entire blocks of text, logos, and photos.

Variable data publishing is also known as:

• Variable data printing
  
  
• Variable information publishing or printing
  
  
• On-demand publishing or printing
  
  
• Customized publishing or printing
  
  
• One-to-one publishing or printing or marketing
  
  
• Personalized publishing or printing

With traditional printing methods, applications that require variable imaging, such as direct marketing pieces, are more limited in terms of the amount of variable data that can be achieved. They are also more time consuming to produce than the same application manufactured with a completely digital workflow. For example, a VDP application in which the background colors, company logos, text, and photos remain the same on all versions can be produced on traditional offset presses as a master template sheet. The sheets are then run through some type of digital equipment, such as a desktop laser or ink-jet printer, which are used to insert the personalized data for each consumer. This is basically a method for printing personalized information onto glorified stationery. The entire piece, including the static portions, could be produced on the desktop printer, but it would require much more time to print and the quality of the photos and graphics may not be quite as good as with traditional printing methods, such as offset lithography. However, with the use of a larger digital press, many more sheets per minute can be printed, therefore the static portions of the application can be printed at the same time as the variable data and the resulting print quality is excellent.

Almost any type of print project produced with digital equipment can be a variable data application. Since one of the strongest selling points for using digital equipment is the fact that all of the impressions that are produced during a print run can be completely different from one another, it only makes sense to take advantage of this function as much as possible. Of course, even static information print jobs are produced on digital equipment when the quantity is small and the turnover rate is one of the most important considerations.

Listed below are only a few examples of specific applications printed as variable data projects:

• Labels for various products.
  
  
• Savings coupons for retail products.
  
  
• Event tickets for sports, theater, etc.
  
  
• Product offers sent with credit card statements, which are usually based on the purchasing habits of the particular individual.
  
  
• Insurance company policies and personalized brochures describing specific programs.
  
  
• "How to" project manuals personalized for specific home improvement projects according to information furnished by the consumer.
  
  
• Booklets containing images and specifications for new automobiles based on the information furnished by the consumer concerning the specifications they are looking for when car shopping.
  
  
• Statements from financial institutions.
  
  
• Customized brochures and booklets issued by financial services and advisors describing products and options based on the personal needs of the consumer.
  
  
• Statements from health care institutions.
  
  
• License plate tabs.
  
  
• Personalized documents from charitable organizations, describing donation options based on the individual's record of charitable giving.

Variable data applications produced with digital equipment and can help businesses become more competitive. In fact, color variable data printing can increase response rates for direct marketing applications by one-third or more. As a result, the market share for variable data publishing continues to increase every year.