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"It just was never a thought, at least to me, that a print method like gravure would need to be marketed—it's been around forever," Glendenning said.

There are several hypotheses to flexo's success.

• One deals with suppliers, who drive the advertising and many of the news stories that reach readers in trade industry publications. The problem is gravure only has so many suppliers. It's a process that needs a press, engraver, gravure cylinder, doctor blade, ink, "and that's about it," Chesnut said.