William Shakespeare was unusual among fellow playwrights in that he wrote exclusively for one company for most of his career, acted in its offerings, and invested in its playhouses. He was therefore also unusual in having a direct stake in his company's commerce. His primary contribution to that commerce was to the repertory: each year he supplied the company with new plays that continued to be profitable when revived, taken to Court, and taken on tour. Many of those plays were further profitable as advertisements when they were printed with title pages naming the company. By a fortunate combination of commercial shrewdness and artistic inspiration, Shakespeare consistently chose subjects and dramatic formulas that attracted audiences. As in-house dramatist, he presumably also provided routine services such as prologues and epilogues for occasional performances, revisions for changes in venue or company personnel, and emendations to avoid censorship or facilitate a revival. It is therefore not surprising that old narratives of theatrical commerce placed Shakespeare and his company at the center.