A web printing system has a loading tool to aid in the loading of new wide format web media. The loading tool is pivotable between a first position for loading a leading edge portion of the web onto the loading tool and a second position wherein an end portion of the loading tool extends above a print surface when in use. The end portion of the loading tool includes a beam element protruding from the loading tool in its pivoting direction towards the print surface, wherein in the second position the beam element is positioned with respect to the turn element, such that an S-shaped curve is formed in a web held on the loading tool. The curvature in the web significantly enhances the friction exerted by the beam element on the web, thereby stably holding the web in place.