Expert advice

Variable Data What does it take to succeed with variable-data printing? Mike Panaggio, CEO of DME (Daytona Beach, FL), a direct marketing firm, cites a sports analogy. Speaking at a Xerox panel discussion at last year’s DMA conference, Panaggio recalled Dick Fosbury’s pioneering high jump technique in the 1968 Olympics. "In 1968, Fosbury was a laughingstock," said Panaggio. "He was jumping backwards." But Fosbury’s technique enabled him to jump 7 ft. 41?4 inches, good enough to set an Olympic record and win a gold medal. By the 1972 Olympics, all high jumpers had adopted the Fosbury Flop. "That’s ...

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