PURPOSE: To enable the sure application of a coating material by providing the apparatus with coaters for directly applying the coating material on the smooth surfaces of press rolls so that layers transfer to a web while the web passes the nips formed between the press rolls and backing rolls.

CONSTITUTION: The first press roll 12A forming a smooth imperforate first surface 20 acts on the first surface 16 of the web WA. The first backing roll 22 forms, together with the roll 12A, the first nip N1 through which the web passes. Further, first felt 24 supports the web under the passage through the nip N1. The first short-dwell coater 26 disposed in such a manner that the smooth and uniform first layer of the coating material is applied on the surface 16 of the web directly applies the coating material on the surface 20. Further, the second short-dwell coater 28 applies the smooth and uniform second layer of the coating material on the second surface 18 of the web. The coating is so executed that the coating material contents of the surfaces 16 and 18 of the web after the treatment are higher than the coating material content between the surfaces 16 and 18, by which printability is enhanced.