Process and apparatus for applying single and multiple coatings of a liquid coating material to a continuously moving backing web, in which a free-falling, vertical curtain is formed out of the coating material and strikes the backing web along a wetting line. In particular, the present invention pertains to a process for producing heat-sensitive recording material. The backing web is pushed down over its entire width by at least one guide element before it passes through the wetting line, and is lifted by a support in the form of round element extending transversely to the direction of movement of the backing web after the web has passed through the wetting line, where the support also includes an air guide with an angle of 2-15° between the backing web and the top surface of the air guide means.