Abstract: In die cutting the impression roll is maintained at constant peripheral velocity and the web, while engaged by the die, travels at the peripheral velocity of the impression roll. As the trailing edge of the die approaches the nip formed by the impression and complementary rolls, one or both of the feed rolls driven by the web is clutched into a cam mechanism for positive driving at a constant velocity equal to the die-induced velocity of the web. This constant velocity driving of the web jointly by the die and feed rolls continues until the die releases the web beyond the aligned centers of the treatment rolls when the web comes under exclusive control of the feed rolls.