The close-grip helps keep your elbows in close to your sides for greater emphasis on the lats. A wider grip using a bar shaped like this (]------[), allows you to put more emphasis on the middle of the back by allowing for greater retraction of the shoulder blades and ultimately a stronger contraction.
That's why as I've been saying for a long time, there's more than one way to perform rows. Most people will tell you to keep the elbows in close which is fine if your main goal is to work the lats, but if you're already hitting them hard with chins/pullups (which IMO is the best way to work them), it makes a lot of sense to use rows almost exclusively to target the middle back (traps, rhomboids, etc.).
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