A method of applying a high viscosity coating composition to a web comprising: presenting a web having a first surface and a second surface; applying a high viscosity coating to the surface of an applicator roll traveling through an application zone having spaced leading and trailing edges, a wall intermediate the edges and spaced from the applicator roll and from the leading and trailing edges, and laterally spaced side edges, the application zone being defined between the leading and trailing edges, the high viscosity coating having a viscosity of at least about 0.5 Pascal-seconds (500 centipoises); forming and maintaining a reservoir of high viscosity coating under pressure on the applicator roll throughout the application zone; metering the high viscosity coating on the applicator roll using a mayer rod at the trailing edge of the application zone; maintaining the high viscosity coating throughout the application zone under pressure by substantially sealing the side edges (20, 20') of the zone and by forming a liquid seal at a first gap defined between the applicator roll and mayer rod and by establishing a seal at a second gap defined between the leading edge of the application zone and the applicator roll; continuously flowing high viscosity coating under pressure into the application zone to continuously fill the first gap with coating for forming the liquid seal for sealing the trailing edge of the application zone and preventing entry of air and foreign matter into the application zone and for maintaining a pressurized area of coating throughout the application zone; and transferring the high viscosity coating from the applicator roll to the first surface of the web without penetrating the first surface. presenting a web having a first surface and a second surface; applying a high viscosity coating to the surface of an applicator roll traveling through an application zone having spaced leading and trailing edges, a wall intermediate the edges and spaced from the applicator roll and from the leading and trailing edges, and laterally spaced side edges, the application zone being defined between the leading and trailing edges, the high viscosity coating having a viscosity of at least about 0.5 Pascal-seconds (500 centipoises); forming and maintaining a reservoir of high viscosity coating under pressure on the applicator roll throughout the application zone; metering the high viscosity coating on the applicator roll using a mayer rod at the trailing edge of the application zone; maintaining the high viscosity coating throughout the application zone under pressure by substantially sealing the side edges (20, 20') of the zone and by forming a liquid seal at a first gap defined between the applicator roll and mayer rod and by establishing a seal at a second gap defined between the leading edge of the application zone and the applicator roll; continuously flowing high viscosity coating under pressure into the application zone to continuously fill the first gap with coating for forming the liquid seal for sealing the trailing edge of the application zone and preventing entry of air and foreign matter into the application zone and for maintaining a pressurized area of coating throughout the application zone; and transferring the high viscosity coating from the applicator roll to the first surface of the web without penetrating the first surface.