Method and apparatus for conducting the end of a web from a machine roll or the like through a subsequent web processing arrangement, such as a reeling arrangement, along a path defined by web guiding members. The apparatus comprises a fetching and gripping arrangement for gripping the end of the web on the machine roll and around which the web is wrapped a desired number of turns, and a web end conduction member carried by a conveyor arrangement for conducting the web doubled over itself through the web processing arrangement, the web unwinding simultaneously both from the machine roll and from the fetching and gripping arrangement.