Let me give you an example. Let's say you have a site with over 50 pages and you need to add another link to your navigation bar. Can you imagine how long it would take you to open each page and update it? By putting your navigation bar into an SSI file, you would only open up that one file and update that -- and change to your navigation bar will show up site wide. See how simple that was? By editing one file you have updated your entire site instantly.

The most common use of an include file is for your top navigation, your bottom text navigation, copyright, logo or any other piece of info needed to appear on all pages of your site.

So how do you create an SSI file? Glad you asked! An include file can be an HTML file or a simple text file. It should be whatever HTML coding you need for that element of your site, minus or tags which should remain on your individual pages.

You see an ad in your local newspaper for a new home- delivery pizza service, so you decide to give it a try. You call them, you order one with all trimmings and they give you usual response that your pizza will arrive in 10 minutes. Sixty minutes pass slowly and still no pizza.

You're getting hungry, so do you?

A. Call pizza parlour

B. Call newspaper that ran ad

If you answered B, then you have chosen what a LOT of people are, increasingly, doing online. Would you expect newspaper to be able to tell you where your pizza is?

Of course not!

Even if pizza parlour's phone was engaged, or out of order, you still wouldn't call newspaper, I'm sure.

Then why do people expect publisher of a newsletter to be able to answer questions about an order placed at web site of an independent, third-party advertiser?

Perhaps it is because publishers are accessible? Whatever reason, it's an inattention to details that really matter and a pure lack of thinking.

Most publishers I know are very willing to help, but I think you'll agree that they can really only be expected to answer questions about their own products and services, ordering processes and other technical what-have-you.

A minor point, you say? The publisher can just pass your message on. Yeah and they probably have to do EXACTLY what I'm about to describe to be able to do so. Maybe they could tune your car and sweep your yard at same time?

Self Service Solutions ...

Do you FULLY read what you are responding to? Do you really look at site (and it's location), from which you are buying? Do you even look for contact information?

(If there isn't any, you should SERIOUSLY question whether you should risk making that purchase in first place.)

Remember, ads are just that, ads. In all cases it is up to YOU, BUYER, to beware and do your own due diligence. Even if you trust person who made recommendation.