The invention provides a continuous medium printing apparatus which can exert a transporting force to act upon a continuous medium without additional provision of a new tractor mechanism or some other transport mechanism. In the continuous medium printing apparatus, upon automatic loading of a continuous medium, a control section controls a charging operation of a charging section so that a leading end portion of the continuous medium may be electrostatically attracted to an image forming drum. The image forming drum to which the continuous medium is attracted is rotated in a printing transporting direction to exert a transporting force to act upon the continuous medium to transport the continuous medium in the printing transporting direction. The present invention is applicable to an apparatus which prints on a continuous medium such as continuous recording paper (continuous paper), for example, by electrophotography.