The Yates Row, popularized by the great Dorian Yates, is great for building massive lats and upper back mass. Take a look at Yates' back if you want some proof.
The movement is a variation on the standard bent barbell row. However, with the Yates row, the position and the pull are much different than a traditional row.
The angle of your back will be less than that of a traditional barbell row. In other words, you'll be standing up straighter. You'll want your back to be at a 20-35 degree angle; in between the positions you'd take for an upright row and a traditional row. When you move the weight, you're going to pull it more towards your waist than your chest. Think of pulling the bar into your belly/waist, rather than up towards your ribs.
Give 'em a try, and build your back into something to be proud of.