An automatic page turning apparatus associated with a closed passbook and the like includes feed means for positioning and holding one edge of a passbook at a station located along a guide chute, and a drive member movable in a direction perpendicular to the guide chute for engaging and moving the passbook to a bowed configuration where a rotating drive roller engages the cover member or the top page member of the bowed passbook for moving the member to a partially open position. Control means operates the feed means to move the passbook in a direction enabling the drive roller to move the partially open member to a fully open position. Circuit means varies the power applied to the drive member enabling the drive member to apply more pressure to the passbook where the cover member is to be turned.