Yet this "imbalance" persists because each side thinks the transaction is beneficial: The paper company makes money selling paper, and we make money printing editorial content and advertisements on it.

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So that it's really become more about communications and content than just about printing.

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This is bad news for companies who once hoped that e-mail would be a cheap, effective means of marketing new products and services, and content companies who once hoped to save on printing costs by hawking newsletters and other material through cyberspace instead of the mailbox.

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Mr. Ballard says he always ensures conservative audience members are fully aware of a show's content by sending out emails with descriptions of the plot and printing warnings in the theater's literature.

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He promised a serious commitment to online journalism in an age when content farms dominate and 80-year-old publications cut off printing.

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