Abstract: A thermal transfer printing apparatus for printing an elongate continuous web of items. The apparatus comprises a frame structure having an imprinter mounted thereon. A plurality of idlers supports the web of items and defines a path of travel for the web. A segment of the path of travel is adjacent the imprinter and its print head. A rockable arm is connected to the frame structure and contacts the web along a top surface of the web at two locations. A first of the locations is upstream of the print head and a second of the locations is downstream of the print head. The arm is connected to the frame structure about a pivot point and rocks about this pivot point during operation of the apparatus in a manner similar to a "teeter-totter." A stepper motor drives two drive rollers thereby advancing the web.