www.itsyourstory.co.uk The site, set up by former editor of PrintWeek sister title Marketing Direct Holly Acland, allows users to personalise their own storybook with a child's name and digital picture.

Impressions Direct is producing the books on its six-colour HP Indigo 3050 and according to director Peter Croft, the job is unique.

"The difference is that it is variable pictures as well as data," he said. "We do a lot of direct mail work which largely involves the personalisation of names and addresses."

"The print technology is fundamental and the great thing is that the sky's the limit with the variable text," said Acland. "With digital cameras and digital print at the back end, you now have the technology to take the product to the mass market."

Each book is 28pp and pages are produced on 250gsm stock while the laminated cover is 350gsm.

There are three stories to choose from and cost 24.99 each. The books are sized 206mmx217mm.

 "It is certainly an ambitious project and we are using the same skills we have used in DM in a slightly different way," added Croft. "It's very exciting and we are delighted to be involved."

Croft set up Impressions Direct in March 2001 and the Greenwich-based firm produces direct mail, cards and calendars for clients including advertising agencies, publishers and finance companies (PrintWeek, 10 August, 2001).

Croft said that Impressions Direct decided to invest in the HP Indigo 3050 because of the "print quality" and that the firm was "not limited to four-colour process printing".

Butler and Tanner also produces personalised children's books for Dream Books but with variable text only. Visit: www.dreambooks.net 

Story by Philip Chadwick