Structural printing of absorbent webs

A process for producing a paper web to form a paper product comprising:

• forming a paper web comprising papermaking fibers;
• molding the paper web into a three dimensional state defined by a pattern of raised web portions, wherein the web is molded by being subjected to a molding pressure which does not cause significant deformation of the papermaking fibers;
• printing an adhesive material on one side of the web in a first pattern by use of a flexographic printing process which exerts a peak pressure on the web of between about 0.2 and about 30 psi, wherein the adhesive has a Brookfield viscosity at 20 rpm of about 20 poise or greater, and wherein the adhesive material is selected from the group consisting of latex adhesives, hot melt adhesives, pressure sensitive adhesives, rubber based adhesives, and acrylic adhesives;
• and
• curing the adhesive material, the adhesive material being located on the web such that the cured adhesive material prevents the three-dimensional state of the web from relaxing into a substantially two dimensional state, and wherein the side of the paper web printed with the adhesive material is an exposed outer side of the formed paper product.