major components of the labeling machine 10 including a double sided suction plate assembly 12 a label application station 60 and a pinch roller assembly 50 referring to fig1 the labeling machine 10 is shown having a dispensing reel 42 consisting of a roll of labels 15 supplied on a label carrier web 14 the label carrier web 14 travels from the dispensing reel 42 around an idler roller 45 and along the front face plate 18 of the wedge shaped suction plate assembly 12 the suction plate assembly 12 has a front face plate 18 and a rear face plate 17 designed to firmly hold the non label side of the carrier web 14 while still allowing the carrier web 14 to advance along the front and rear face plates 18 and 17 as more clearly depicted in fig3 and 4 a negative pressure is created within the wedge shaped suction plate assembly 12 causing suction orifices 16 located on the surface of the front face plate 18 and the rear face plate 17 to hold the carrier web 14 in place as it is advanced through the labeling machine 10 a label application station 60 is located at the end of the suction plate assembly 12 where.