Abstract: The present invention provides media sensors for sensing the position of a media in a printer, such as a thermal demand printer. A repositionable media sensor for monitoring the location of a web of label media which utilizes a visible light source projected onto the label media to accurately indicate the position of the media sensor to the operator relative to the label media and facilitate any required adjustment thereof. A printed label sensor is provided for use with a thermal demand printer and includes a light emitter and light detector pair wherein a single light pipe for receiving a sensing beam from the emitter and reflecting the sensing beam at a predetermined angle towards the detector is provided. Preferably, the light pipe is mounted in a peel bar and no electronics are required outside the electronic housing of the printer.