The behavior of a liquid being pulled out along a vertical plate is discussed, assuming that, in equilibrium, the liquid has a finite contact angle 8~. Using a simplified form of the Huh-Scriven analysis for viscous friction, we show that a steady state solution (with a dynamic contact angle 8 < Be) exists provided that the velocity of pull-out U is below a certain threshold Urn(Be). These considerations can be transposed (with a modification in numerical coefficients) to the case where the liquid is covered with a surfactant monolayer, to be transferred towards the solid in the Y mode. Since Um is predicted in terms of interfacial tensions, this may provide a general scheme of interpretation for "reactive" deposition.