A rollable beam measurement apparatus is disclosed. In one embodiment, the apparatus includes a housing including a reel. A rule having a leading edge and a trailing edge is provided and the trailing edge is attached to the reel. An end hook is attached to the leading edge. In preferred embodiments, the rule comprises a pair of opposing rules forming a tubular structure. This new tape rule eliminates the typically unstable and flexible behavior of typical tape rules, providing the ability for stiffness and standout length in all orientations and in all environmental conditions. Furthermore, this invention improves the readability of the tape rule markings as well as maintains the accepted standard for tape rule stowage while providing these benefits.