MARIETTA, Ga. & ROCHESTER, N.Y.--March 17, 2004-- Shamrock Printing has purchased a DocuColor iGen3 Digital Production Press from Xerox Corporation to meet the growing demand from its customers to produce highly customized print projects. The commercial printer is using the digital press to create personalized direct mail pieces, brochures and postcards for customers across several industries, including automotive, education and insurance. According to Dennis Burke, president and chief executive officer, Shamrock Printing, print volume is growing every day, and he expects the DocuColor iGen3 to be running 1 million pages a month by the end of the year. "We are very confident in this press and its ability to grow our business as well as our clients' business," said Burke. "If you look at the return on investment, personalized printing is a no-brainer," he added. "We see where marketing trends are going. The DocuColor iGen3 brings us to the forefront of the printing industry and allows us to create high-quality customized marketing materials for our clients, which in turn helps them better reach their customers." The 100-page-per-minute digital press produces personalized documents, where content varies from one page to the next creating customized documents. According to Burke, Shamrock chose the DocuColor iGen3 over the competition for its speed, image quality, flexible finishing features and the ability to handle complex personalized jobs. In addition to volume from personalization, the company is transitioning some of its short-run color work to the DocuColor iGen3 from traditional offset printing to provide cost savings and faster turnaround to its clients. Xerox deployed a SmartPress Production Consultant as part of its customer business development team to work on-site and help Shamrock take full advantage of the DocuColor iGen3's revenue-generating capabilities. "Xerox has showed us the path to be successful right away with its business and marketing development tools and support," said Burke. In addition to digital color and black-and-white printing, Shamrock offers multi-color offset printing, bindery, finishing and fulfillment services.