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“ITR”, otherwise known as “In the round” is the generic term that has been used for a long time to describe any image that has been produced around the circumference of a plate cylinder or sleeve in either a photopolymer or elastomer covering. The technology has been used primarily in Europe for more than thirty years with elastomer coatings being vulcanized, ground and directly laser engraved onto sleeves and integral rolls. While plate material has and still can be exposed in the round and is classified by some as “ITR” , I personally only classify it as true “ITR” if the material has been bonded or vulcanized to the sleeve or roll circumference and engraved or washed out while in a continuous format. As to the benefits of true “ITR” there are many ranging from dramatically increased press speeds, improved print quality, improved registration, more uniform densities, less dot gain, less bounce, reduced waste, improved productivity, improved profitability, less set up time and less make ready.