An example media handling system includes a web media holder with a core hub capable of coupling to a core of a web media roll, a sensor to take a measurement at the circumferential surface of the web media roll, and a controller to determine a length of the web media roll. In that example, the controller may determine the length of the web media roll based on a first distance measurable by the sensor when the core hub is in a first orientation, a second distance measureable by the sensor when the core hub is in a second orientation after a number of rotations with respect to the first orientation of the core hub, and reference value corresponding to the core.