It's No Gold Rush
Catalogers are beginning to explore now, though, and have already proven some viable uses for variable data publishing in varying products by segmented consumer/buyer groups (such as age, income, lifestyle, geography). And, one by one, magazine publishers are inching forward, securing their footing on the unfamiliar terrain—well, at least to get a closer view of what's ahead.
In this issue, National Relocation and Real Estate magazine tells about its journey in variable data publishing (page 22). And despite the complexity of the effort, those involved pulled it off without a major hitch, perhaps clearing a path for the next pioneers.
Is it likely that variable data publishing will ever be a major draw for the magazine field? Let's pose that question another way: Did you ever think your direct mail would be personalized?
- Noelle Skodzinski