In the case the die cut label sheet is mounted, by detection of threshold voltage of output signal of the photo sensor, each label provisionally adhered to a front surface of the die cut label sheet is fed to a print start position. In the case the unfixed-length roll sheet is mounted, if the feeding speed is less than 40 mm/sec, by detection of threshold voltage of output signal of the photo sensor, the feeding state of unfixed-length roll sheet is judged, or if the feeding speed is not less than 40 mm/sec, on the basis of voltage change for the predetermined potential difference portion of output signal of the photo sensor, the feeding state of unfixed-length roll sheet is judged.