Abstract: The present invention comprises an apparatus for making a selectively-coated web. The apparatus comprises a coating means for applying a coating to a web in a plurality of coated regions, the coated regions being in spaced, parallel relationship to a plurality of uncoated regions. The present invention further comprises support means for supporting the web after coating, the support means comprising a plurality of support members, each of the support members being in registry with an uncoated region. In a preferred embodiment the coating of a beneficial emulsion is applied in selected regions by extrusion. A method of forming a coated web without producing buildup of coating material on idler rollers is also disclosed.