Abstract: A sign composed of modules mounted adjacent each other. Each module having laterally spaced apart side wall members and a pair of longitudinally spaced apart parallel rollers mounted between the side wall members for rotating. Opposite end portions of a web containing a series of indicia are wound on the rollers, respectively, such that a selected indicia can be positioned in viewing position by winding web on one roller while unwinding it on the other roller. There are motor means mounted inside of each of the rollers for rotating the rollers to translate the web. In the depicted embodiment, an electric motor means is mounted inside of one of the rollers and a constant force spring motor means is mounted on the inside of the other of the rollers. The motors oppose each other in such a way that the web is maintained taut between them.