I would suggest visiting the Fork U Web site in order to get an idea of the tone and flavor of the articles before deciding to subscribe to the newsletter. What the kids behind forkinthehead say about their mission is this: "This isn't one of those web site-creation mega-sites with a zillion links to more places than you'll ever have time to visit.

"At our modest Fork University (or Fork U., as it is affectionately known)you're invited to read an ever growing collection of articles we've written.

"The views expressed in these articles are subjective and sometimes opinionated - and we think we make some pretty darned good points..."

Rather than setting themselves up as "actual" authorities, the forkinthehead crowd make fun of what they've learned and how they learned it. They take a very casual approach to what makes for success on the medium, so this isn't the type of site you would send a member of a corporate e-commerce team to at first blush.

I personally found some of what they had to say valuable, some of it whimsical, and some questionable at best.

Here's an excerpt from an article in their archives:

"Cathie Walker The Starbucks Principle

"Here's a riddle for you -- when is a web site like a coffee shop?

"Close your eyes and think about Starbucks for a moment. From the moment you walk through the front door of your local franchise, you are guaranteed to enjoy a patented 'Starbucks experience'. From the aroma of the freshly-ground coffee to the pictures hanging on the wall to the bluesy music that's playing in the background, every single detail has been pre-planned by corporate headquarters to form a cohesive experience. It's a fine science, and it works.

"You can step into any Starbucks in any city and have the same experience, which accounts for their immense popularity. Sure those heavenly Mocha Valencias may have something to do with it, but it's the hipness of the place that draws repeat customers. The decor may be different, the staff may speak with a different accent, but the end experience is consistent. There is a certain contentment in knowing what to expect, which is why regulars flock to their neighbourhood java joint day after day.

"Keeping a consistent tone for your web site is the same thing. When an online visitor clicks from page to page within your site, ensure that the look and feel is consistent throughout. Backgrounds, graphics, and tone or language should match throughout, so that the surfer feels comfortable and experiences a familiarity with your site..."

If you believe you want a Web site like a Starbucks or a McDonalds, these are the folks for you.