Baking the Cake. Use your favorite sponge cake recipe for the jelly roll cake. The cake should be slightly more dense than a standard cake recipe so it holds structure better; light, crumby cakes simply press flat when you attempt to roll them.
http://www.ehow.com/how_2029178_jelly-roll-cake.html
1 Sift together the flour, baking powder and salt. 2  Set aside. 3  In a large bowl, beat eggs and sugar with an electric mixer until thick and pale, about 5 minutes. 4  Stir in the vanilla and milk. 5  Stir in the dry ingredients gradually. 6  The batter will be thin. 7  Pour into the prepared pan.
http://allrecipes.com/recipe/72742/jelly-roll/
Roll cake in towel, starting at a short end. Let cool completely, seam side down. Unroll cake. Spread with jam, leaving a 1/2-inch border. Whip cream until soft peaks form; spread over jam. Roll cake without towel, starting at a short end. Refrigerate 30 minutes (up to 3 hours). Serve dusted with confectioners' sugar.
http://www.marthastewart.com/340263/jelly-roll
1 Line a 10x15 inch jellyroll pan with parchment paper. 2  Sift together the flour, baking powder and salt. 3  Set aside. 4  In a large bowl, beat eggs and sugar with an electric mixer until thick and pale, about 5 minutes. 5  Stir in the vanilla and milk. 6  Stir in the dry ingredients gradually.
http://allrecipes.com/recipe/72742/jelly-roll/
It sounds similar to baking a pumpkin roll so looking up a recipe for that may help. When I make pumpkin rolls, I think they bake for 15-20 minutes. I line the sheet with parchment or waxed paper, leaving extra hanging over the ends.
http://www.cakecentral.com/forum/t/646804/jelly-roll-pan-for-sheet-cake
Preheat oven to ... 9 x 12 jelly roll pan. Cream butter ... jelly roll pan and sprinkle with chocolate bits. Bake 35 minutes. Cool well and cut into squares.
http://www.cooks.com/rec/search/0,1-0,brownies_jelly_roll_pan,FF.html
Sift flour mixture over egg mixture; using a large rubber spatula, carefully fold. When almost incorporated, pour butter down side of bowl; gently fold. Spread batter evenly into prepared sheet. Bake cake until golden brown and springy to the touch, 7 to 8 minutes. Run a knife around sides of cake. Invert onto a kitchen towel dusted with confectioners' sugar; remove parchment.
http://www.marthastewart.com/340263/jelly-roll
I started using the cookie sheets 10 years agofor 1/2 sheet cakes and never went back to the 2 other pan. Gingoodies Posted 12 Aug 2009, 2:18pm. post #5 of 13. When I use this type of pan, I line it with parchment paper. I make sure the parchment extends up and out of at least one of the long sides of the pan. When the cake is done, which for me takes about 20 mins. max, I use the extended piece of the parchment to pull the cake out of the pan and onto a cooling rack. I do not flip it over! Leave the cake on the parchment to cool.
http://www.cakecentral.com/forum/t/646804/jelly-roll-pan-for-sheet-cake
The thin sponge cake for a jelly roll is baked in a jelly roll pan, a baking pan with 1-inch sides. The standard jelly roll pan size is 18-by-12-inches, with another smaller option measuring 15-by-10 inches. These pans are easy to find in stores and versatile for more than just jelly rolls, but a number of pans you likely already have in your cabinets can be used in place of a jelly roll pan. Baking sheets or cookie sheets work well for making the thin sponge cake if they have sides at least 12 inches deep.
http://www.ehow.com/how_2029178_jelly-roll-cake.html
1 Pour into the prepared pan. 2  Bake for 8 to 10 minutes in the preheated oven, until the center springs back when pressed lightly. 3  Don't over bake, or it may crack. 4  Generously dust a clean dish towel with confectioners' sugar. 5  Turn the cake out onto the towel, and peel off the parchment paper.
http://allrecipes.com/recipe/72742/jelly-roll/
how long to bake jelly roll
A jelly roll is baked for 35 minutes. Bake jelly roll for 35 minutes.