In printing apparatus, when printing near the end of a print media with a printhead having nozzles, a controller causes a print drive to produce a large print media advance movement together with the use of a different group of nozzles from that used for the rest of the print media. This avoids printing art effects as the print media leaves a pinch in a media feed. In one embodiment the number of nozzles used for printing in the end region is reduced, and the centre of the group of nozzles is simultaneously shifted in the direction of print media advance. The size of the print media advance is also changed in the end region. The printing mask used is also changed.