Abstract: The process and apparatus of the present invention involves treating a well-integrated woven or non-woven web of hydrophobic fibers to make selected areas hydrophilic. It also can be used to make a web of hydrophilic fibers selectively hydrophobic. It uses a plurality of selectively adjustable covers on an applicator roll rotating in a bath of liquid to place the liquid material on selected areas of the web as the web moves over the roll. In a preferred embodiment the web is non-woven and the fibers are hydrophobic in nature, e.g., dry-laid or melt-blown polypropylene or polyethylene fibers or spun-bonded hydrophobic filaments. A woven web made of cotton or other hydrophilic fibers may also be used if the end result is to create partially hydrophobic areas on a hydrophilic web. The areas of liquid are positioned on the web only where desired so as to eliminate the excessive cost of unwanted and unnecessary coating material. If the web is hydrophobic, the liquid makes that area hydrophilic.