Adhesive pattern residing on a moving base web

A process for producing a material having an adhesive pattern for incorporating the material into a product comprising the following steps:

• conveying a base web adjacent to an adhesive applicator, the adhesive applicator comprising a nozzle, the base web having a first surface and a second and opposite surface, the base web having a length direction and a width direction;
• contacting the first surface of the base web with the nozzle for a period of time;
• and
• applying a pattern of treated discrete areas on the base web, the treated discrete areas being parallel to each other and having a length extending in the length direction of the base web, the pattern of treated being applied to discrete areas on the first surface of the base web, the treated discrete areas being formed from an adhesive composition, each treated discrete area having a head portion and a tail portion, and wherein, when measured in grams per linear meter, greater amounts of the adhesive composition are present in the head portion than in the tail portion, wherein the head portion of each treated discrete area has a length and wherein the tail portion of each treated discrete area has a length and wherein the ratio of the length of the head portion to the length of the tail portion is from about 1:5 to about 1:40, wherein the adhesive pattern comprises a first end and a second end, wherein the pattern of treated discrete areas terminates at the head portion at the first end and terminates at the tail portion at the second end and wherein the length of each treated discrete area is less than 80 mm.