A machine for printing a strip of connected labels including a stack of co-axially disposed print wheels, a series of print wheel setting knobs disposed on an exterior surface of the machine and drivingly connected respectively with the print wheels by means of toothed intermediate wheels and racks and pinions for rotatably adjusting the individual wheels, a solenoid for moving the print wheels out of engagement with the intermediate wheels, and a feed wheel having a print backup boss disposed to have a nip with printing surfaces of the print wheels so that the label stock is printed as the backup boss makes a nip with printing surfaces on the print wheels as the print wheels are collectively rotated with corresponding rotation of the feed wheel.