A drying system and method of operating the drying system to dry a printed shrinkable web are disclosed. A web transport is adapted to convey the printed web between a heating apparatus and a cooling apparatus. The heating apparatus directs heat toward the web and the cooling apparatus concurrently chills the web. A temperature sensing device is adapted to develop an indication of a temperature of the web and the controller is adapted to adjust a temperature of at least one of the heating apparatus and the cooling apparatus in accordance with such indication.