A highly publicized tourism report released in recent weeks had some clear messages for the Natchez market. One of them was music to the ears of Natchez printer Mark Smitherman and his wife, Dixie.

&uot;Stu Barash tells the tourism people they need to upgrade their printed materials with better color,&uot; Mark Smitherman said, standing beside his new state-of-the-art Heidelberg Quickmaster printer. &uot;What better way to promote Natchez. And we can do it right here in Natchez.&uot;

The report from consultant Barash, commissioned by the Natchez-Adams County Chamber of Commerce and underwritten by individuals and businesses, recommended updated, colorful brochures to show off the city’s best attractions.

The Smithermans’ new four-color printer arrived in Natchez in early September and has been in operation only a few days. It is spectacular, the Smithermans said. Further, it is one of only three in the state of Mississippi, the other two being in Jackson and at Mississippi State University.

&uot;Natchez has never had this,&uot; Dixie Smitherman said. &uot;Mark and I knew printing is changing. And he has always loved high quality.&uot;

Mark demonstrated the printer, showing how the laser-imaging,

computer-guided machine fairly operates itself once settings are in place. &uot;You send a file; we image it and print it; or we can do the design, take the job start to finish.&uot;

The printer is a huge investment for the Smithermans, who recently began to increase their bank customer base by providing printed materials for them and added bakingforms.com, to Smitherman Printing.

Now, they want to fill a niche for tourism attractions that want color brochures with high quality at affordable prices &045;&045; and fast. &uot;What we’re looking for is the niche between large commercial printers and the small presses,&uot; Mark said. &uot;We have an affordable way to do high quality small jobs.&uot;

The printer can produce 10,000 sheets an hour; thus, the company also can do larger jobs. &uot;But we’re shooting for the local B&Bs and attractions,&uot; Mark said. &uot;For what someone pays for 2,500 brochures with two colors front and back, we can do four colors front and back for a comparable price.&uot;

A printer since 1982, Mark said taking the step of purchasing a very expensive printing press made him a little nervous. &uot;But this economy can work to your advantage,&uot; he said. &uot;We turned to the Internet and found customers who helped make it possible for us to get this machine.&uot;

Dixie said the time seemed right to have a printer that could do 500 or 5,000 brochures for a Natchez customer. &uot;This is not a paper mill town anymore. This is a tourist town. And you need to have good color pictures to send out.&uot;

The company employs a press operator, Sal Fiorello, and a full-time graphics artist, Carol Ann Riley, among several others.

It is located at 322-A Highland Blvd., behind Union National Life and Fire Insurance Co.

The telephone number is 601-445-2245 or 601-304-0632.