Quark and HP announced that they are working together to make printing variable data marketing materials faster and easier.

The first fruits of the alliance are a new Quark XTensions variable data output module for QuarkXpress 6 that is optimized for output on HP printers, and a Quark certification program for HP printers. Eventually, the two said they will also develop variable data initiatives for color management, custom solutions and joint technical support.

Analysts said the partnership could be a key catalyst in the market. "The alignment of industry leaders has the potential to fast forward adoption of variable data printing," said Don Dixon, principal analyst at Gartner.

The new XTensions module, called QuarkXClusive, makes variable data publishing capabilities optimized for HP output devices available to QuarkXPress 6 users. The new certification program certifies HP graphic arts printers and presses, on an exclusive basis, for optimized print performance. HP Designjet printers will be the first Quark-certified printers in the market, the companies said.