ubuntu server file permissions auto-change

view story

http://askubuntu.com – Hello im having a problem with a project of mine, i have ubuntu server 12.04.1 lts, the problem i'm having is that i everytime i upload a file through ftp i need to modify file permissions otherwise it isnt available through browser.How can i modify the /var/www folder permissions to be seen by public through web browser and every new file/directory have the permissions of the www directory? (HowTos)