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Rotogravure is the color printing technology that was perfected during
the Art Deco period. A mass-production version of traditional copper-plate
engraving ("gravure"), it involves wrapping the normally flat printing
plate around a barrel-shaped drum in a "rotary" press that can then print
an entire roll of paper continuously.
This enabled newspapers to publish high-quality color pictures, typically
in the "rotogravure" section of their Sunday editions.
Thus, in Irving Berlin's 1933 song Easter Parade:
"The photographers will 'snap' us,
And you'll find that you're
In the rotogravure."
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