A method and apparatus for matching the gloss level of a printed region of a media substrate surface to the gloss level of a non-printed region of the media substrate surface are provided. Optical reflection intensities are measured in both printed and non-printed regions of the media substrate surface and read by a gloss sensing device which communicates the intensities to a printer controller. The printer controller compares the reflection intensities for the two regions to determine if they are substantially equivalent. If they are not substantially equivalent, the printer controller instructs alterations in printing parameters, e.g., temperature and/or pressure of fuser rollers, in an effort to establish equivalence.