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Nicola Bulley’s disappearance was one of the biggest UK news stories of 2023. Hundreds of people are reported missing every day in the UK; why did this case dominate the news for weeks? We chart how what started as a story for the local press quickly caught the attention of national TV crews and social media sleuths, with families making daytrips to look for clues. We learn about the role of the police, audiences and ‘victim hierarchies’.