SPECIAL REPORT VARIABLE DATA PRINTING -- 1-to-1 Drives Campaigns

Williamson, a seven-year veteran of the company, was a little skeptical. But given what she'd heard about how variable data had made inroads for the point-of-purchase environment, her curiosity was also piqued.

"Being the print snob that I was at the time, I said, 'Hey, come on now, they're just copy machines,' " Williamson recalls.