Abstract: An apparatus attached to the movable carriage of a folding machine for depositing supply rolls of web material into the machine's roll supporting cradle. The apparatus includes a roll elevator frame and a roll guide frame pivotably attached to the carriage with a drive unit operatively connected to the elevator frame for raising and lowering both frames simultaneously between preselected positions. The drive unit pivots the elevator frame and supply roll carried thereby upwardly to a position where the roll is transferred to the roll guide frame and continued upward movement of the frame causes the supply roll to move along the guide frame and then into the machine's cradle.