general, is a programming language for everyone?
not! PSL caters to a specific market – programming
languages for variable data document production. Note
that we have expanded “VDP” to “VDDP.”
Because, in this day and age documents get printed and
mailed, e-mailed, presented on the web, and even broadcast
to hand held devices.
of the traditional drag ‘n drop solutions, Print
Shop Mail™ comes to mind, are very suitable tools
for many firms desiring a VDDP capability. Some of the
newer ones have some serious flaws, such as merge speed,
but are still the “right” solution for many
are hard at work on such a “drag ‘n drop”
product at the moment. It’s a very real market –
just not the market that the PSL programming language
was designed for. In fact we use PSL as the foundation
for our drag ‘n drop product.
languages designed for VDDP (like PSL) are the right solution
for firms desiring to perform the more difficult VDDP
applications. If all you do is add in an address block,
a name or two, a few variables and perhaps an image --
there are lots of products for you to choose from. And
there are lots of direct mail firms using them for such
(simple) applications. The competition is fierce -- as
you probably know -- and thus the margins are small. However,
as the applications get more difficult, there are fewer
VDDP products able to perform and thus fewer competitors
for such business -- the margins get better. That's where
PSL fits -- literally no job is too tough. Invoicing,
statements, tax bills, utility bills, collection letters,
highly personalized marketing pieces -- that's where the
money is and that's the kind of work PSL is good at.
important consideration is merge speed. Many current VDDP
offerings merge as slow as a record a second. A ten thousand
piece run, at that speed, takes nearly three hours to
merge -- and nobody would think of starting to print before
the merge is complete. (Those who do buy a lot of paper.)
can merge a 10,000 piece job in less than 30 seconds!!!
This is important to your business --very.
the next few pages we will discuss this situation, to
help you determine whether or not a programming language
is for you.