Abstract: New technologies are enabling firms to market traditional products such as books and newspapers in different forms (e.g., print and electronic), and to sell these different forms either as separate products and/or as a bundle. Additionally, the electronic products can be easily unbundled and the unbundled components can be rebundled with the traditional print products. For example, the publisher of the Wall Street Journal currently offers the following subscription options-the print version, WSJ Online, and a bundle of the two. Theoretically, the publisher can also sell separate sections or articles of WSJ Online, and the unbundled electronic units can be rebundled with the print version as well (e.g., subscription to the print version and the financial section in electronic form).