Abstract: An extremely dependable, rugged display apparatus is provided for continuously displaying a portion of an endless tape, web, or belt containing visual messages or markings thereon. The endless tape, web, or belt moves from a storage space at the back of the apparatus, where excess slack in the tape, web, or belt is stored in loose folds, to and beneath a floating idler roller at the bottom of the apparatus. The tape, web, or belt then moves between a flat plate and a transparent sheet at the front of the apparatus to a drive roller at the top of the apparatus. The transparent sheet forms at least a portion of the front panel of the apparatus, and the flat plate is positioned flatwise directly behind and spaced from the transparent sheet. The tape, web, or belt passes between the drive roller and a free rolling, nip roller which is supported by the drive roller, and, then, back to the storage space.