A method of controlling medium feeding in an image forming apparatus includes an image forming step of forming an image on a medium in response to an image forming request, and a feed control step of selecting one of a plurality of first medium feed units that feeds a medium corresponding to attribute information that matches medium attribute information included in the image forming request, and of selecting a second medium feed unit upon finding matching between attribute information indicative of a medium fed by the second medium feed unit and the medium attribute information included in the image forming request if none of the first medium feed units feeds a medium corresponding to the attribute information that matches the medium attribute information included in the image forming request.