A new method is presented for modeling the elastic behavior of webs conveyed over rollers. In addition to producing detailed descriptions of stress fields, it provides a new way of looking at problems that will help web process engineers form a better physical picture of web behavior.The new method is based on two fundamental boundary conditions that define web behavior at the point of entry of the web onto a downstream roller. One is a generalization of an existing geometric concept called the normal entry rule. The other, presented here for the first time, is based on application of the principle of conservation of mass. For reasons that will become apparent, it is called the normal strain rule. This paper will show that these two rules, ...