A label product in web form has alternating, oppositely indented creases in the liner of the product to produce a fan-folded stack having alternating, reversely folded plies. Each crease is substantially, if not entirely, perforation-free to maximize the strength of the liner at the fold lines. The product is preferably produced on a narrow web press in a creasing station that includes a stack of rolls wherein a first die roll is on the bottom of the stack, a second die roll is on the top of the stack, and a pair of base rolls are located in the middle of the stack between the die rolls. A blade on each die roll cooperates with a cushion on the corresponding base roll to produce a crease during every other rotation of the die roll, each of the base rolls having a smaller circumference than its corresponding die roll.