When little Madeleine McCann disappeared in May 2007, wall-to-wall coverage dominated the 24-hour news channels and newspapers.
Scroll forward 15 months - and nothing has changed.
"Maddie: 3 sightings in Belgium", says today's Sun.
"Did they snatch Maddie? First pics of Dutch sighting suspects," says The Mirror.
It goes without saying that this is a dreadful, tragic case and everyone must still cling to the hope that she is alive and well.
But I wonder whether the daily diet of tabloid tip-offs and conspiracy theories is really helping matters.
How legitimate, for example, are these three sightings in Belgium? Who exactly are these Dutch suspects?
The Daily Express is famous for getting Princess Diana on its front page in some form as often as possible. Diana = sales, is the theory.
I hope these stories help in the hunt for Maddie, but the cynic within me says they do more to boost the sales of the red-tops.
