An apparatus for assisting in the transfer of an image from an image bearing member onto a copy substrate, comprises an image bearing member carrying an image to be transferred, a feed mechanism for feeding a copy substrate to the image bearing member, and a transfer assist mechanism movable to an activated position bearing on the substrate to maintain the substrate in contact with the image bearing member to assist in transferring the image thereto, and to a de-activated position. A sensor generates a signal in response to passage of the leading edge and the trailing edge of the substrate to ascertain an actual length of the substrate as it moves to the image bearing member. A controller is operable to direct the transfer assist mechanism to move to the activated position and then to direct the transfer assist mechanism to move to the de-activated position after a de-activation dwell time. The de-activation dwell time is at least initially a nominal dwell time based on an expected length of the substrate from its leading edge to its trailing edge. The controller is operable to change the de-activation dwell time from the nominal dwell time in response to the determination of the actual length of the substrate.