A printing medium conveying technique is disclosed for moving a printing medium in a sub scanning direction. The technique involves controlling the moving of the printing medium through feedback control using a speed profile. The speed profile includes an accelerating region, a constant speed region, a decelerating region, a constant low speed region, and a stopping operations region. The technique also involves switching the speed profile from the accelerating region to the constant speed region according to speed information; and switching the speed profile between the constant speed region, the decelerating region, the constant low speed region, and the stopping operations region according to the current distance from a target position.