An image forming apparatus includes a medium that is a long roll wound around a core member; a feeding unit configured to feed the medium; an image forming unit configured to form an image on the medium; a fixed roll end detecting unit configured to detect an end of the medium whose end is fixed to the core member; a determining unit configured to determine whether to stop, for a time period, the medium on which the image has been formed by the image forming unit, when the fixed roll end detecting unit detects the end of the medium; and a control unit configured to stop an operation of the feeding unit when the determining unit determines to stop the medium for the time period, and to cause the feeding unit to perform an operation of winding back the medium when the time period has elapsed.