Why is it only some missing kids get media attention?

When this story was first published it was not headline news but for some unknown reason the British public took it up.As a result the press, realising that this story would sell more papers , gave it more and more coverage. Later this was fuelled by the donation from Sir Richard Branson, news that the McCanns mortgage was paid from the fund, speculation that Maddie and the twins were drugged, speculation that the parents murdered her, stories about the other suspect Robert Murat and rumours that his German girlfriend lied to the police and conflicting statements from the tapas 9. All these were big stories for the press all of whom pounced on them to increase their sales. Yes you are right doing all this and neglecting all other missing children was wrong.It was only when the McCann story went "cold" that the press picked up on Shannon hoping it would be yet another bonanza for them which it was but for a much shorter time.