/ The media and exagerated wrather forcasts.
The daily Express has 'siberian icy death blast' on permanent rotation with illegal immigrants, benefits cheats, princess Di and Madeleine mccann on their front page
Or it.did have, until levenson. Since it can't use the last two now, that means the arctic weather headline gets used even more. I suspect they may even have to start using it in July, I'd levensons recommendations are implemented in full...
Paul Hudson (BBC Yorkshire regional meteorologist) has some interesting insights on the Express hype:
'When I worked at the Met Office some years ago, I remember the press office contacted a tabloid newspaper to ask why they continued to print such weather stories which invariably turned out to be wrong.
Their answer was very honest, straightforward and unapologetic.
Weather sells newspapers they said; admitting that each and every time they had a front page story on extreme weather, their circulation went up by around 10%.'
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