Publications have to be terribly careful about the adverts they place next to stories, as a bungled decision can lead to a storm of angry letters.

The Bolton News clearly took this on board in its sensitive placing of an advert - for a company that turns cremated ashes into beautiful glass objects - next to a story revealing the Royal Bolton Hospital had the second worst death rate in the country.

The ad was titled “Keep the memory”, which the paper probably hopes people do not take too literally.