A method comprises pulling a continuous web to advance the web along a path of conveyance and to create tension in a lengthwise portion of the web; manipulating the web to cause the portion of the web at a point along the path to have a non-uniform tension across the width of the web, with a maximum tension being at a location spaced from the first longitudinal edge of the web, and with the tension decreasing from such location toward the first longitudinal edge of the web such that a zone in the web at the first longitudinal edge has reduced tension; and controlling transverse positioning of the first longitudinal edge in the zone of reduced tension. The reduced-tension zone is produced by a tension-reducing member about which the web is pulled.