Abstract: A web of sheet material (10) from a first storage roll (16) is fed by feed rolls (12, 14) to a utilization station (18). A splicing machine (22, 22') is positioned between the storage roll (16) and the feed rolls (12, 14). A new roll (20) of sheet material (34) is positioned above storage roll (16). Shortly before the first storage roll (16) becomes empty, the leading end portion of the second web (34) is fed into the splicing machine (22, 22'), above a portion of the first web (10). Then, a loop forming roll (30) is moved downwardly, from an inactive upper position above the feed path of the web (10) to a lower position, to form a loop (L) in the web (10). Then, the web (10) is stopped rearwardly of the loop (L) and the splicing machine (22, 22') is operated to connect the new web (34) to the old web (10 ), while the feed rolls (12, 14) continue to operate to feed web (10) out from the loop (L).