A web handling apparatus is adapted to move web material in forward and reverse directions and under varying degrees of web tension. In such apparatus, a web friction drive is actuatable to assume an operative mode for feeding web material, therefrom, in the forward direction toward a web drawing mechanism and at a rate in excess of that at which the drawing mechanism can draw the same material forward. The web friction drive normally assumes an idle mode in which the friction drive does not exert a web feeding affect on web material moving in the forward or reverse directions. A web tension sensing mechanism connects with the web friction drive, for actuating the friction drive to assume the operative mode in response to sensing a given tension in web material which is moving in the forward direction from the friction drive to the web drawing mechanism, and allows the friction drive to assume the idle mode after tension in the same material has eased or slackened. However, the web tension sensing mechanism and web friction drive remain disconnected as web material is moved in the reverse direction. In this way, the web tension sensing mechanism cannot actuate the web friction drive to assume the idle mode during movement of web material in the reverse direction.