A method of calibrating a media advance in a printer includes providing a mask to specify a printing configuration of a calibration target; forming a media feed calibration target on the print media by: i. printing the calibration target, ii. advancing the print media, iii. printing the calibration target; iv. advancing the print media by the previous media advance amount plus an offset amount, and v. repeating steps iii. and iv. until the media feed calibration target is complete; measuring the optical reflectance of the media feed calibration target as a function of position along the media feed calibration target; identifying a position along the media feed calibration target corresponding to the location at which a maximum in the optical reflectance occurs; and comparing the location at which a maximum in the optical reflectance occurs to a predetermined location of the media feed calibration target to calibrate media advance.