A book marker insertion apparatus includes a cartridge assembly, a separator assembly, a gripper assembly, an elevator assembly and a page spreader assembly. The cartridge assembly holds a roll of marker materials including a plurality of markers on a backing sheet and advances the material to the separator assembly. The separator assembly includes jaws and a peel bar for removing the endmost marker from the backing sheet. The gripper assembly includes rotatable arms which grip the separated end marker and position the separated end marker for insertion into the book. The elevator raises and lowers the gripper assembly from the position for gripping the separated end marker to the position for inserting into the book. The page spreader assembly includes a V-arm with a slot formed therein for receiving the gripper arms and the separated end marker.