There is disclosed a printing, feeding and severing method and apparatus for carrying out the method. The apparatus includes a print head assembly and a platen assembly movable relatively toward and away from each other into and out of printing cooperation, mechanism for inking the print head assembly, mechanism for feeding a web of record members to between the print head assembly and the platen assembly, the web being in roll form and there being means to assist the gradual unwinding of the roll with gradual paying out of web material from the roll to the feeding mechanism, an idler contacting the web and disposed at a slight angle to the direction of feed of the web to cause the web to follow a feed edge, record severing means disposed downstream of the print head assembly and the platen assembly, and a modular support assembly of a print head of the print head assembly.