Dictionary of Marketing Terms: rotary press
rotary press
printing press that utilizes plates mounted on a rotating cylinder that come into contact with paper mounted on another rotating cylinder. Rotary presses are the best choice for high-volume print runs because they are fast, but they can be more expensive because duplicate plates must be created from flat plates to fit the curve of the cylinder. Rotary presses may be web-fed or sheet-fed, but most magazines and catalogs are printed on web-fed rotary presses (see web press).
