MADISON, Wis. -- American Printing Co. is the kind of commercial printer that thrives by never limiting its possibilities and capabilities. It grows by seeking out new business opportunities and broadening its customer base. The installation of its third Mitsubishi sheetfed press fits neatly into the Madison, Wis.-based firm's business philosophy. The Diamond 3000S is a six-color, 40-inch model equipped with an aqueous coater and Mitsubishi's extensive press technology. American Printing also operates a six-color, 28-inch Diamond 1000LS press with aqueous coater. An eight-color, 40-inch Mitsubishi 3F-16 press with an interdeck ultraviolet (UV) curing system and chamber/anilox coater allows American Printing to print and coat sheets inline using hybrid ink and UV energy to cure the coating. The UV coating capabilities have earned American Printing a specialty printing niche and a reputation for super-high-gloss print production. In the past 10 months, American Printing's sales have climbed 25 percent, spurred by recovery in the print market and increasing recognition of the quality and services American Printing is able to provide, according to Shawn Welch, vice president of operations. "Adding the Diamond 3000S press was a direct response to new growth," Welch said. "In 2004, we installed the 28-inch press to take some of the pressure off the 40-inch Model 3F-16. We're seeing higher demand for UV techniques. It reached the point where we were nearing capacity on the 3F-16 again. Now we can shift conventional 40-inch work to the Diamond 3000S. That will free up the 3F-16 for other projects and to explore ways to bring the next level of quality to jobs that other printers overlook." American Printing was founded in 1928. It maintains modern, well-equipped prepress, press and bindery operations inside its 45,000-square-foot plant. The prepress department features a digital workflow utilizing computer-to-plate technology and CIP3/4 connectivity to the pressroom. The bindery contains cutters, folders, a cylinder die cut press and a pocket/gluer folder. Finishing services include saddle stitching, drilling, shrink wrapping, folding and gluing. American Printing recently installed a Brausse die cutter and a Stahl fully automated folder to complement the new press. Employing 87 people, American Printing produces multicolor annual reports, brochures, marketing materials and point-of-purchase displays for corporate and agency clients. American Printing prints on standard stock up to 24-point board, as well as plastic, foils, synthetics and static-cling substrates. The vast majority of the company's business is concentrated in southern Wisconsin and northern Illinois. Run lengths typically range from 2,500 to 100,000 impressions. To service its customers, the privately owned firm operates three shifts a day, five days week, adding weekend shifts when necessary. All three of American Printing's Mitsubishi presses incorporate MHI Delta dampening, DiamondLink III automated makeready system, ColorLink CIP4 interface and closed-loop color control. Operators monitor and adjust every press function from the Centralized Operator MakeReady and Control (COMRAC) console. "Mitsubishi manufactures good quality presses. They're dependable, and they print well." Welch said. "But the number one thing about Mitsubishi that is better than anyone else is service. Reliability, response time, technical support and repair -- everything that comes after the purchase has been tremendous. That definitely influenced our decision to buy another Mitsubishi press." Mitsubishi Diamond series sheetfed presses are available in a range of sizes, from the 28-inch Diamond 1000 series to the 56-inch Diamond 6000 series, and configurations up to 12 printing units. Fast job makeready, ease of operation and high throughput are hallmarks of the Diamond series. Mitsubishi is at the forefront of the implementation of the Job Definition Format specification, and is working with other vendors toward full integration of Mitsubishi presses into a JDF-enabled workflow.