Abstract: Disclosed is a method and apparatus for feeding a material to a hot forging machine in a forging line in which a coiled material is uncoiled, straightened, fed intermittently by pinch rollers through a heating device, cut by a cutting device and then fed into a hot forging machine. The method has the steps of preparing a driving device which drives the pinch rollers mechanically independently from the hot forging machine; picking up the timing of forging conducted by the hot forging machine as an electric signal, and controlling the driving device in accordance with the electric signal.