Abstract: A method for forming a sheet of label material is provided. The label material is used to form a label for placement on an object and for subsequent removal from the object without damaging the object. The method includes providing a paper substrate that has an adhesive receiving face and coating an adhesive on the adhesive receiving face of the paper substrate using a gravure coater to form a repetitive pattern of adhesive areas. For example, repetitive dots of adhesive assure a uniform, discontinuous coating of adhesive that allows repositioning of the label, that prevents tearing of or damage to a substrate when the label is removed, including from a newspaper, and that maintains sufficient adhesion to adhere to difficult substrates such as textured surfaces. The adhesive is a water based adhesive. In alternative embodiments, the adhesive is coated on an adhesive receiving face of a release liner, and the adhesive receiving face of the paper substrate removably adheres to the release liner.