Backchat recruited a jury of highly-trained chimps two weeks ago to puzzle out one of the world's longest-running mysteries – namely why Post Magazine was still choosing to use readership figures from a long-dead survey carried out in 1998.

These aged figures from a past millennium were trotted out on the front page of each issue as the magazine's main selling point. Lo and behold, they have now disappeared.

Fact: between June 1998 and June 2000, Post Magazine's circulation fell to less than 8,000.