The control of the well-type radial potential profile in a dc plasma by applying bias potential, VE, to the end plate is investigated experimentally. The experimental evidence that a plasma space potential, Φp, increases at the circumference of the plasma with the increase of VE is interpreted qualitatively by the experimental results of the current drawn by the segmented end plate, and of the relationship of Φp to VE. For the dc discharge the value of Φp at the center of the plasma is naturally settled on the value somewhat lower than the anode potential, the electron sheath therefore appears in front of the end plate and expands radially as VE is increased. Electrons are drawn from the circumference of the plasma to the end plate, inducing the nonambipolar radial electron flux. Since the cross-field electron mobility is not sufficiently large, the inwardly directed radial electric field becomes stronger. The role of electron sheath formed is crucial in actively controlling the radial potential profile in the dc plasma.