Abstract: A strip of label material is fed from a supply roll to a preprint unit which incorporates a set of strip feed rolls driven by an electric motor-reducer drive unit. The drive unit is adapted to be stopped by a rotary solenoid actuated brake controlled by a photocell which senses the advancement of the strip. A print drum is rotatably supported above the generally horizontal path of the strip and has peripherally spaced axially extending rows of printing characters. A set of hammer members are positioned under the print drum and are selectively actuated by a corresponding set of solenoids. The print drum is indexed at a high speed by an electric stepping motor which automatically returns to a start position, and the printing characters are inked by a ribbon which is advanced by another electric motor-reducer drive unit pivotally supported to provide for automatically reversing the feed direction of the ribbon.