Most frequently, rotogravure (web-fed) printing is applied for the economical printing of long print runs. Gravure printing forms are usually cylindrical. A special characteristic of industrial gravure printing is that an entire gravure cylinder (not a printing plate) has to be used for printing each color. This means that on a four-color printing machine, four different cylinders have to be changed for every new job. So, the printing company, if it has a lot of repeat jobs, has to store a large number of gravure cylinders.