The temperature of heat elements of a thermal head can be controlled with high precision by a process with a low processor load. A printer 100 that prints on thermal roll paper 102 based on print data has a thermal head 134 with multiple heat elements 136 arrayed in a sub-scanning direction CR perpendicular to the conveyance direction F of the thermal roll paper 102. The printer 100 has a current control unit 112 that segments the heat elements of the thermal head 134 into plural blocks, and controls the energize timing of the heat elements in each block based on the number of heat elements 136 that are energized in the thermal head 134.