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\" We\'ve actually been doing variable data for about a year and a half now and studying it even longer,\" says president Walter Payne. \"Even if you\'re still competing for volume printing, I don\'t think that\'s where our industry is heading today. It\'s moving toward short-run, on-demand personalized communications—and that requires a digital press capable of full versioning in quality color and the ability to print variable data pieces for one-to-one marketing \"