The area is now the subject of a book which I've just read a review of in the INDEPENDENT, and have ordered on Amazon (if you do want to buy a copy of any book by the way, please consider clicking through via my BOOKSHOP.
The book is called WELCOME TO EVERYTOWN. The author chose S66 to represent the UK and spent 6 months there.
"Philosopher Julian Baggini pinpointed postcode S66 on the outskirts of Rotherham, as England in microcosm – an area which reflected most accurately the full range of the nation's inhabitants, its most typical mix of urban and rural, old and young, married and single. He then spent six months living there, immersing himself in this typical English Everytown, in order to get to know the mind of a people."
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