text: It used to be that, in order to create powerful 1:1 print campaigns, you had to be a combination marketing wiz and database master. But as these applications have developed, software developers and print service providers are working to make this technology accessible to everyone, whether created offline or accessed through the Internet. It requires a little upfront work, but especially for long-term applications, it can have a big payoff.
  You brainstorm an application—ideally something that will run on a weekly, monthly or other program basis—and work with us to set up the rules, develop layouts (including areas of variability) and pre-approve content, such as text blocks, images and databases.
  When it comes time to deploy, one of two things can happen. If the application is Internet-based, individual users log in, make selections about what they want to include and then click “OK.” If the application is not Internet-based, they can work directly with us to make the necessary tweaks.
  These applications are analogous to ordering a book from, say, Amazon.com. The technology behind the searching, selection and ordering is extremely complex. But all users have to do is know how to click.
  Similar applications are being developed for small businesses and other marketers who might not have data of their own. They create the piece and then click a link to database companies like USA Data to select and purchase data.