Abstract: A roll or spool of sheet-like or thread-like material comprises an elongated support member, and a sheet-like or thread-like material rolled or wound about the support member and adapted to be removed therefrom. The support member has on an outer surface thereof a visual message hidden from view by the sheet-like or thread-like material and adapted to be exposed to viewing upon sufficient removal of the sheet-like or thread-like material. The invention renders support members for sheet-like or thread-like material, hitherto useless after removal of the sheet-like or thread-like material, commercially attractive.