Abstract: Web treatment apparatus, such as a rotary die cutting machine, is provided with a die cylinder position encoder for generating pulses as the die cylinder rotates, feed roll position encoder for generating pulses as the feed rolls rotate; voltage dependent stored program driven servo drive for rotating the feed rolls; pull-off rolls for withdrawing web material from a supply roll and maintaining a storage loop thereof leading to the feed rolls; and a microprocessor based system including manually settable input for inputting the die length and length of pullback desired between cutting cycles. A position controller monitors die cutter speed and position from the die cylinder position encoder and provides voltage signals to the feed roll servo drive dependent upon the inputted data to provide velocity and acceleration profile for the feed rolls appropriate to the entered die length. It also provides a voltage signal to the pull-off roll drive to initialize the rate of input of web to the storage loop.