We consider the transmission of classical information over a quantum c
hannel. The channel is defined by an ''alphabet'' of quantum states, e
.g., certain photon polarizations, together with a specified set of pr
obabilities with which these states must be sent. If the receiver is r
estricted to making separate measurements on the received ''letter'' s
tates, then the Kholevo theorem implies that the amount of information
transmitted per letter cannot be greater than the von Neumann entropy
H of the letter ensemble. In fact the actual amount of transmitted in
formation will usually be significantly less than H. We show, however,
that if the sender uses a block coding scheme consisting of a choice
of code words that respects the a priori probabilities of the letter s
tates, and the receiver distinguishes whole words rather than individu
al letters, then the information transmitted per letter can be made ar
bitrarily close to H and never exceeds H. This provides a precise info
rmation-theoretic interpretation of von Neumann entropy in quantum mec
hanics. We apply this result to ''superdense'' coding, and we consider
its extension to noisy channels.