I can't decide if an unannounced link to a PDF is more like getting zapped by a bee or a mosquito.
Here's an example of a web guy (San Diego Union-Tribune) who understands the basics:
That guy at the San Diego paper makes it look easy! But it must, in reality, be very, very difficult, because some folks, like the worthless son of a bitch at The New Republic, can't grasp the concept. He just can't get his mind around it, no matter how hard he undoubtedly tries:
The link entitled "spotty" goes to a PDF, if you hadn't guessed.