Initially Karl Klic kept his new printing process secret, even as his Rembrandt Intaglio Printing Company of London (co-owned with Samuel Fawcett) popularized the production of gravure prints.
The first daily newspaper to publish both letterpress and gravure printed pages together was published the first complete rotogravure section and similar pictorial sections began to appear in any newspaper able to afford the cost of the press and cylinders.
Unlike the letterpress, which uses raised or relief printing, gravure uses intaglio printing, in which metal is etched with recessed "cells" to hold the ink.
The process was first used in art reproduction because of its high quality tonal gradation and color depth.
There were those that incited outrage by giving voice to horrible, uncharitable thoughts, like “My Former Friend’s Death Was a Blessing” (xo Jane again) and “I’m Not Going to Pretend I’m Poor to Be Accepted by You” (Thought Catalog).
Finally, there were those essays that directed outrage at society by describing incidents of sexism, abuse, or rape.
Etching a metal cylinder to produce a page of rotogravure was expensive, and high volume printing was essential in order to reduce the cost per page.
Publishers who invested in the new technology, however, were rewarded.
By 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 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 cardboard product packaging.