A recording apparatus performs recording on a strip of a recording target medium that is fed from a roll object that is set in or on the recording apparatus. The roll object is formed as, or at least includes, a roll of the recording target medium. The recording apparatus includes: a rotating unit that rotates the roll object; a rotation controlling unit that controls the rotation of the rotating unit; and a roll object diameter measuring unit that measures the diameter of the roll object, wherein the rotation controlling unit sets the rotation speed of the rotating unit or the rotation amount of the rotating unit on the basis of the diameter of the roll object measured by the roll object diameter measuring unit so as to ensure that at least either one of the transportation speed of the recording target medium and the transportation distance of the recording target medium is set at a predetermined value.