So do you think there is something about the North itself that lends itself to folklore, myth and darker storytelling?

Yeah, so I think it's interesting when we think about sort of folklore and place.

I think everywhere has got its own sort of folkloric traditions.

I wouldn't say that the North is necessarily more in touch with its folk heritage than places like Wales or Cornwall or the Fens or East Anglia, where I'm from, or any particular part of the country.

But I would say that every region, the way that it's expressed, it's expressed differently.

There's obviously...

this can be as simple as there are different sort of folkloric beasties and creatures that are native to different different parts of the uk but it's the way the story's told it's the other sort of traditions people have and obviously in the north there is a very strong um sort of working-class identity that maybe in other parts of the been more challenging to preserve that there are very close communities in the north and there's been strong historical working class movements such as sort of unions and so on and so forth so that does help with preserving traditions over time i think it's interesting as well because a lot of those places i mentioned in terms of other regions that have a strong sort of folklore or mythology or so on attached to them.

So why is it so important for you to take that position, but then also have that position be on the website and make sure that's something that people know about when they come to you?