Abstract: A web (12) of highly bulked substrate is passed into a nip formed between a gravure roller (14) and an impression roller (15). The impression roller has raised areas defining an interconnected network of lines such that the web is compressed only under the raised areas; as a result, the binding liquid applied by the gravure roller (14) to the web is absorbed substantially through the web in the compressed areas. The gravure roller (14) may have a uniform surface, such that a light coating of binding liquid is applied to the surface of the uncompressed areas in the web, or the gravure roller may have a pattern of etched grooves or cells which matches and registers with the pattern of raised areas on the impression roller. In the latter embodiment, binding liquid will be absorbed into the web only in the compressed areas.