A medium supplying apparatus for applying a back tension opposite to a transferring direction of a rolled medium being transferred by a transfer unit, to the rolled medium, includes a driving unit including a drive gear to be rotated in a forward direction and a reverse direction; a rotation transmitting mechanism that includes a one-way clutch and a torque limiter and transmits a rotational force between the driving unit and a medium rotation shaft that rotatably holds the rolled medium via the one-way clutch and the torque limiter; and a control unit that controls the driving unit to be one of states including being rotated in the forward direction, being rotated in the reverse direction and not being power supplied while the rolled medium is being transferred by the transfer unit to change the strength of the back tension.