Technicolor Dreams.

XEROX Corp.; MULCAHY, Anne M., 1952-; PRINTING machinery & supplies; COLOR computer printers; COLOR printing; COLOR prints; COLORS; CORPORATE profits

This article focuses on Xerox and the benefits of color documents. The sleek Borgata Casino in Atlantic City wants its young players and partyers to come back. To spur them, Borgata mails every first-timer in its reward program a rich-crimson-colored brochure within three days of his or her visit. When Borgata first sent out the mailing two years ago, 20% of recipients accepted the offers and returned to the hotel-casino. It is a victory for Borgata. It is also one for Xerox, headquartered in Stamford, Conn., which sold the mammoth digital color printer that churned out the mailings. Xerox made $859 million in net income last year on $16 billion in sales, down from $19.5 billion in sales in 1998. Anne Mulcahy, 52, the Xerox lifer who took over the reeling company in 2001, overhauled it to avert a bankruptcy filing and restored its profits and respect the following year. She is pouring money into color research, sales and consulting. "It is a certainty that the world will convert to color," she says. "The question is the pace."