McCanns: we are told that the McCanns got attention because they are rich ?

Bec is right - the McCanns got attention because they are intelligent and articulate and knew the importance of involving the press to get pictures of their child around the world in the fastest possible time. It's a tactic that backfired on them and perhaps the media is also a little shy of going overboard on another missing child story. It's also worth noting that the media put the McCanns (with their apparently 'perfect' family) on a pedestal and tore them down, but the Matthews (who's family is rather less than 'our' image of perfection) can't easily be put up on such a pedestal.