turn to the drum shaft 8 and the numeral 20 a coil casing secured to a fixed bracket 21 and enclosing a coil 23 connected to leads 22 when the current is not supplied to the leads 22 the armature 16 is biased towards right in the drawing under the force of a spring 24 and the disc 17 fitted on both sides with the linings 18 is clinched by and between the armature 16 and a friction surface 25 provided to the drum body at this time the drum body 12 is united as one with the disc 17 and revolved with rotation of the drum shaft 8 when the current is supplied to the leads 22 the coil 23 is energized and the armature 16 is displaced towards left in the drawing thus the connection between the drum body 12 and the drum shaft 8 is interrupted at the same time that the armature 16 is pressed onto a brake shoe 26 of the coil casing 20 for braking the drum body 12 the take up clutch thus operates to start or stop the rotation of the drum body 12 immediately according as the current is applied to the leads 22 or not in the present embodiment rotation or cessation of rotation of the drum is transmitted to the package p in the modified embodiment wherein the package is supported on a pivotally movable cradle and designed to.