rotating package documentation says
Note that the package uses rotation facilities from the graphicx package. When generating DVI output, users should note that rotation is typically not visible in a DVI viewer: conversion to, and viewing, PostScript or PDF is necessary.
Personally I use pdfLaTeX for compilation, so I do not encounter this problem. But the arXiv allows users to compile into DVI, and who knows what a publisher might use when processing a paper.
So the question is: what ways there are to rotate stuff and to what extent they can be considered universal?