A scrolling sign that includes a plurality of webs each having indicia which are displayed through a window on the sign face. The plurality of webs are disposed in vertical and horizontal alignment with one another. Each of the webs are disposed between a forward and a reverse web roll. A plurality of forward and reverse web rolls are rotatably mounted to a modular unit such that the individual web rolls are aligned. A drive shaft passes through each of the web rolls and is engageable with only one of the web rolls at a time. The engagement of the drive shaft with the web rolls, as well as rotation of the individual web rolls is manual. The drive shaft includes a driving mechanism which prevents the drive shaft from being rotated in an improper direction.