CSS Newbie - I can't get a DIV to center it's contents

I have a DIV with a unique ID. It is positioned inside other DIV's
<div id="primary" >
<div id="content" >
<div id="my-div" >
.......... content ...........
</div></div></div>
No matter what I specify I can't get the content of 'my-div' to center. I have tried:
margin: 0 auto;
and
text-align: center;
and they are both ignored.
What am I doing wrong?

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