A master page is where you place objects that appear on all pages. It is by
design for a print publication and not a web publication. While some have
reported to have used a master page in their web publication, I recommend
against it's use in a web publication. There have been issues from customers
that have been traced back to that and in my own testing I have found issues
with the way a web publication will write links from a master page objects.
I recommend that you use the option to copy all objects on a page when you
insert a new page in order to carry objects across all pages. Or to just
group them and copy/paste them across.

David Bartosik - [MSFT MVP]
www.publishermvps.com
www.davidbartosik.com