Who benefits financially from the Madeleine McCann publicity juggernaut?
I noticed towards the end of this week that, alongside the rumours of journalist frolics in Portugal whilst following the Madeleine McCann case, a couple of columnists have broken rank with the default position of their newspaper.
Today on The Time's site Stefanie Marsh has been called "a very lonely, sad, selfish person" for her piece "I confess: I have not been agonising about Madeleine". There has been disquiet expressed in the Telegraph, and yesterday it was Amanda Platell writing in the Daily Mail with "For Madeleine's sake, beware the juggernaut of publicity"
She fared better than Marsh. Platell's article has attracted over 50 comments from the Mail's online readership, the majority of which seem to be supportive of her arguments.
Of course, it isn't just the McCann's driving the media - commercial interest is at stake here as well.
As illustrated by the awkward juxtaposition today in the Daily Mail's search results, listing Platell's sensible article alongside a promotion for the paper's Madeleine photo gallery.