The great press barons of the early 20th century understood the deeper need, and offered up real stories that they often paid for or manufactured in order to hook their readers.

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The old offices of Factory Records (the label behind Joy Division and the Happy Mondays) are now music venue Factory 251, part-owned by ex-Joy Division and New Order bassist Peter Hook.

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Hook put off shoulder surgery in order to play in this game and he will be sorely missed later this month as Wales travel to New Zealand.

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