A measuring apparatus and method for measuring the length of elongated elastomeric articles, such as rubber hose, which has a slide table and one or two measuring wheels which contact the hose as it passes over the slide table. The wheels are connected to readout devices which visually display the measured length. The invention also comprises means for keeping the hose straight and means for controlling an arc effect in the hose as it is being measured. A method is described which explains a way to correct for stretch or shrinkage of the hose which tends to give false measurements. A method is offered on how to calibrate the apparatus.