Also, the on-line world is creating vast opportunities for new types of financial services.

"Our approach is more of a translation of what works off line to the on-line world."

But not everyone believes that the on-line world will lose its allure.

But that will be impossible if at the moment a new work reaches the on-line world, it becomes everyone's common property.

"And as we move into the on-line world, all of a sudden the book club is in a unique position" to reach a younger audience.

Freeloader is now just one of several companies trying to persuade the on-line world to go off line.

This is an Administration that has jawboned hard for the on-line world since taking office.

The very essence of the on-line world is freedom.

But what does the on-line world do to old-fashioned socialization and discussion?

"We are calling for some rules about how you market to kids in the on-line world," she said.