is attached to the frame 80 of the machine an adjustable screw 81 holds the shoulders 83 of the bearing block 76 firmly down on the corresponding shoulder 96 of the backup roll shaft 77 and shaft 97 of backup 82 are carried in roller bearings 98 and 99 respectively the spacing of the die cutting wheel from the backup roll 82 is set by means of shoulders 83 and or 96 most label stocks have the same thickness and the height of the shoulders can be accurately set to be that of the thickness of the die plus the thickness of the web such that the die will cut the label but will not appreciably penetrate into the web this spacing is such that when the die is not in contact with the web the web can be pulled through the gap between the background of the die cutting roll and the backup roll by pinch rolls at a speed faster than that given by rolls 75 and 82 if so desired those skilled in the art will appreciate that the use of shoulders 83 and 96 permit easy and quick change over without the need of skilled expensive operators die roll 75 carries along its length three sizes of dies 90 91 and 92.