Abstract: In a price display board self-coiling plastic tapes having a sequence of numerals imprinted on them are translatable past rows of windows. Tape holders behind the windows have platens for supporting the tapes from their rear faces. The platens have one edge molded integrally with the holders and three free edges so they can act as preflexed flat springs for pressing the tapes against tape guide flanges which extend along the sides of the windows.