Abstract: An apparatus is provided for separating a single outermost label from a stack of labels mounted on a centrally disposed shaft in a magazine. The apparatus utilizes a pair of friction members diametricaly opposed from said shaft and containing respective friction engaging elements which are caused to reciprocally move into a position where the friction engaging elements doggingly engage the outermost label of the stack and move toward one another thereby causing the outermost label to slide and bend outward from the next adjacent label in the stack. Included in the apparatus is an adjustable camming mechanism for varing the points at which the friction engaging elements contact the outermost label of the stack.