Too Late Or Too Early?

On a webpage I'm looking at there's an ad for Long and McQuade's free guitar setup day, giving the date as October 15th.  Of course I found myself wondering if that was an ad for last month's edition, or if it's for next year's edition.  Clicking on the ad brings up a page that says the event has expired.  Too late is it is then.  L&M might want to get in touch with their ad provider since it's presenting out of date content.