In one embodiment, a stated reflectance identifier for a media to be printed on during fulfillment of a print job is received. Utilizing an optical sensor and an illuminator, a measurement is taken of light from the illuminator reflected off the media. The measurement is compared to a stored average brightness value. Responsive to determining the measurement is within a range of the average value, the average value is adjusted to include the measurement, and printing on the media is caused according to the job. Responsive to determining the measurement is outside the range, the measurement is compared to a database associating brightness measurements and reflectance identifiers to determine an estimated reflectance identifier for the media. The estimated identifier is sent to a user and the user is prompted to perform a correction event. The media is printed on according to the job.