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Feb 1, 2002 12:00 AM
Printers view digital printing as a complementary process rather than a displacement technology, according to Interquest (Charlottesville, VA), a consulting firm specializing in electronic printing and publishing. A recent study, “Digital Printing Market Potential,” commissioned by the Graphic Arts Marketing Information Service (GAMIS) of PIA (Alexandria, VA) and conducted by Interquest, found that more than half of the jobs printed on digital equipment are for new applications rather than work migrating from traditional presses. While flyers, brochures and similar general commercial printing applications represent the greatest potential for digital printing, there are also reportedly opportunities for books, direct mail, financial printing and business forms.
According to the study, variable-data printing is steadily growing, but establishing, accessing and maintaining good databases remains its top barrier for growth. Interquest projects that variable-data print sales will grow from $2.56 billion in 2001 to $6.28 billion in 2004. Print buyers interviewed for the study estimate that within three years, 29 percent of their printing will use variable data.
The 500-page study, recently distributed exclusively to GAMIS members, is now available for sale to non-members. For more information, contact GAMIS executive director Jackie Bland at (703) 519-8179 or visit www.gamis.org.