A medium feeding apparatus includes a roll holding portion which holds a roll body around which a printing medium is wound, a feeding roller which pulls out the printing medium from the roll body and feeds the printing medium, a roll motor which rotates the roll body held by the roll holding portion, a roll motor control portion which controls the roll motor, and rotation position detecting portions which detect a rotation position of the roll body, the roll motor control portion performs removing looseness of the printing medium pulled out from the roll body by driving the roll motor and rotating the roll body in a rewinding direction, and in the removing, driving of the roll motor is finished on the basis of movement of the rotation position detected by the rotation position detecting portions.