An image forming apparatus includes a print portion that prints an image on a sheet passing by a print position, and an inserter that inserts an insert sheet between sheets conveyed one after another. In a print job involving an insert process, the print portion conveys, while securing an insert interval between a preceding sheet, which is a sheet immediately preceding the insert sheet, and a succeeding sheet, which is a sheet immediately following the insert sheet, the preceding sheet and the succeeding sheet one after another. The print portion automatically changes the insert interval according to the length of the insert sheet in the conveyance direction.

A printing control apparatus according to one aspect of this invention controls to print images on sheets based on image data of a plurality of pages, generate a bookbinding product by executing folding processing for the image-printed sheets, and output the bookbinding product. The printing control apparatus further accepts the position of an insertion sheet to be inserted into the sheets for which the folding processing is executed, and controls to output a plurality of bookbinding products by using, as a reference, the accepted position of the insertion sheet.

A sheet conveyance apparatus which conveys sheets fed from a first sheet feeding unit and sheets fed from a second sheet feeding unit to a merging point, inserts the sheets fed from the first sheet feeding unit into the sheets fed from the second sheet feeding unit in a predetermined order at the merging point, and discharges the sheets fed from the first sheet feeding unit and the sheets fed from the second sheet feeding unit to a downstream side includes: a jam detecting unit configured to detect a jam of a sheet in the first sheet feeding unit; and a control unit configured to newly feed sheets which are before the predetermined order, in which a sheet causing the jam is supposed to be inserted, and have not been fed from the second sheet feeding unit, and convey the newly fed sheets to the downstream side.