I think that "Rolle" and "Format" are being used here to distinguish between web-fed printing (or presses) in which paper is fed from a web or roll and sheet-fed printing (or presses) in which paper is fed in the form of single sheets cut to size.

See, e.g.
SHEET-FED PRINTING
Sheet-fed printing is the process where precut sheets of paper are fed through the printing press rather than paper being fed off rolls (or webs).
WEB-FED OFFSET
Web-fed printing is the process where paper runs through the printing press from a roll and then is trimmed into sheets.
http://www.123stickers.com/index.asp?PageAction=Custom&ID=5

See also this German website and its English version:
Peter Kuisle
(Vertrieb Rolle)
http://www.manroland.com/com/de/pressefotos_management.htm
Peter Kuisle
(Sales Webfed)
http://www.manroland.com/com/en/press_photos_management.htm