An apparatus and method for applying a soft cover to book block is disclosed. A book block conveyor moves the book block to a cover applying station. A first adhesive applicator applies adhesive to the spine of the book block. A soft cover conveyor transports the soft cover to the covering station in a timed relationship to the book block. A crash feeder attaches crash to a first portion of the soft cover that covers a first side of the book block as the soft covers pass the crash feeder. The crash is attached to the soft cover so that the crash engages a spine portion of the cover that covers the spine of the book block but is not attached to the spine portion.