GMA Inc. said it is changing its name to Muller Martini Mailroom Systems Inc. effective Jan. 1.

The postpress vendor said it’s taking the step to realign its organization with its Switzerland-based parent firm, Muller Martini Holding AG.

“We’re thrilled to take the Muller Martini name - this change reaffirms our long-term commitment to the newspaper industry,” said Gary Hughes, acting president of GMA, in a prepared statement.

“After many years of collaboration with the organization, it makes sense for us to adopt their name, integrity and values. Our greatest strength continues to be the comprehensive experience of our dedicated employees.”

GMA, which was purchased by Muller Martini in 1992, will remain at its Allentown, Pa., corporate headquarters, but will change its Web address to www.mullermartinims.com upon taking the new name.

Meantime, Muller Martini said it is close to competing a sophisticated postproduction system at Cox Target Media’s $200 million Valpak production facility in St. Petersburg, Fla.

Plant open in May

Muller Martini is installing Floorveyor, Topveyor, PrintRoll press delivery and other associated equipment at the plant, which is scheduled to open in May, said Roger P. Bilodeau, senior vice president of corporate sales and strategic markets for Muller Martini.

Cox will produce more than 50 billion coupons annually at the 470,000-square-foot plant, which will be distributed in more than 500 million direct mail envelopes.

Postproduction will be completely automated, allowing Cox to compress current production times from four days to four hours, according to Jim Sampey, executive vice president of operations. “Until the postal carrier delivers the blue envelope to consumers, no human hand will touch a coupon,” he said.

Muller Martini is installing a Floorveyor, in-line deserting units, Topveyor overhead conveyors and 12 PrintRoll twin winding stations. The equipment will be managed by the vendor’s Macos software, which will track products via JDF JMF definition and messaging formats.

Goss International Corp. is installing two 8-unit Sunday 4000 AT web offset presses to produce the coupons.