Abstract: A hand-held labeler or apparatus provides for printing and applying pressure sensitive labels and includes a housing, a rigid metal frame plate mounted on the housing, a platen and a cooperating print head, and a delaminator for delaminating printed labels from the web of supporting material on which the labels are carried. The labeler also includes an applicator for applying the printed labels, a feed wheel having teeth for engaging and advancing the web, a manually operable actuator drivingly connected to the feed wheel and the print head, a brake, and an ink roll for inking the print head. The feed wheel is driven by a pawl and ratchet mechanism which is adjustably connected to the feed wheel. The composite strip of labels and their supporting or carrier web are fed from a supply roll through a guide member which selectively accommodates both narrow and wide strips of labels and initiates their paths through the labeler.