Rotogravure is a type of intaglio printing process, in that it involves engraving the image onto an image carrier. In gravure printing, the image is engraved onto a copper cylinder because, like offset and flexography, it uses a rotary printing press. The vast majority of gravure presses print on reels of paper, rather than sheets of paper. (Sheetfed gravure is a small, specialty market.) Rotary gravure presses are the fastest and widest presses in operation, printing everything from narrow labels to 12-feet-wide rolls of vinyl flooring. Additional operations may be in-line with a gravure press, such as saddle stitching facilities for magazine/brochure work.
In the 1930s–1960s, newspapers published relatively few photographs and instead many newspapers published separate rotogravure sections in their Sunday editions. These sections were devoted to photographs and identifying captions, not news stories. Irving Berlin's song Easter Parade specifically refers to these sections in the lines "the photographers will snap us, And you'll find that you're in the rotogravure."
In 1932 a George Gallup "Survey of Reader Interest in Various Sections of Sunday Newspapers to Determine the Relative Value of Rotogravure as an Advertising Medium" found that these special rotogravures were the most widely read sections of the paper and that advertisements there were three times more likely to be seen by readers than in any other section.
The rotogravure process is still used for commercial printing of magazines, postcards, and corrugated (cardboard) product packaging.
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Rotogravure Printing Process
Rotogravure Printing Press