The second issue is headers and footers. HTML and Excel don't have them, but PDF does.
As per my earlier post -- you can utilize the proposed W3 extensions for this. For example, see this fragment taken from CSS Print to put a running page count at the bottom of pages:
font-family: Times, Palatino, serif;
content: "Page " counter(pages);
Sure, a lot of these standards are proposed/preliminary, but I think they offer a good place to start because a group of people have already been thinking about these sorts of challenges.
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