label printer not printing clearly evenly across width

The label printer is not printing clearly or evenly across the width of the label. This is for the direct thermal without the black ribbon.

Open the side door cover.  Release the top thermal printer feeder mechanism with the yellow handle. Clean the printer thermal strip directly above the rubber roller with alcohol. No need to clean the entire underneath. Only the strip above the roller does the printing. Let dry before closing again.

need to change out the rubber roller probably. check for uneven wear on one side. smaller diameter. cuts. nicks. new roller shown below.