Use a rope for this hybrid movement, which is part upright row, part face-pull. Do 5 sets of 20 reps and rest 3 minutes between sets.
Instead of standing upright, lean back a bit and use the weight stack as a counter balance. With the rope at the lowest point on the pulley, you'll then pull up to your face and chin area as you pull your hands apart. The entire shoulder complex is going to get hit here.
Still doing ordinary shrugs for trapezius development? Ready to crank it up a notch, build some trap size, strengthen your thoracic erectors, and train your stinkin' core? Then add overhead shrugs to your program!
I get emails all the time from T-Nation readers who want to know why I don't write programs for the masses. About the only answer I can muster up is: "Because I have a conscience."