I rarely use paper, except in a pinch.
For my little outdoor
wood stove, I have been squirting hand sanitizer on fine
kindling and it actually burns quite well. As William says, there are lots of places trying to get rid of it. I have a case and a half in my shop, and some of it gets used for cleaning/degreasing but I'll never get through it all.
For commercial starters, I buy packages of dollar-store firestarters (pkg. of 12) that are wax and fibre pressed together. These give a steady, reliable flame that reliably gets fires going (I hate restarting!).
I'm also using up the last of a hexane based BBQ starter cubes (ZIP brand, bought on clearance), which work well but they stink like diesel so I won't buy them again.
I have also used tea-light candles with a chunk of cotton rag pushed into the centre to act as a wick.
The best homemade firestarters I've found use pressed-paper egg cartons that are too far gone to
reuse. I paint oil or wax on them, and the paper acts as a great wick. They burn with a satisfying roar in the draft of the
wood stove.