In the minutes to February’s Fans Forum meeting a reference is made to the issue of media access packages being raised. The issue referred to is that of the club wanting media organizations to pay for different levels of access to club staff; the more you pay, the more extensive and more exclusive the access. The answer as listed in the minutes was an unequivocal denial:
“The Club stated that the newspaper story claiming it had written to media with a suite of packages was not true. Written media are still permitted access in line with PL rules; however the Club’s primary focus is on enhancing the mutually beneficial relationships it has with those who contribute to the Club commercially, including BBC Radio Newcastle and rights-holder broadcasters such as Sky Sports.”
That would seem to be the end of the story, wouldn’t it? The original newspaper story was not true. It’s there in black and white. But look at the denial again. The club have actually only denied the physical act of writing to media companies suggesting such a plan. I don’t of course suggest that denial is false, just that there are other possibilities not covered by it.
Let’s look at what has happened this season in the club’s relationship with the press. As stated in the Forum minutes already mentioned they are still allowed access in line with Premier League rules. This means they can go to the manager’s pre- and post-match press conferences and get an interview with a player after a game. The press used to get a lot more access, especially as regards player interviews. So access for the written media has been scaled back considerably, even if you’re not on the ever-lengthening list of those subject to bans from the stadium. ( On the subject of stadium bans it’s amusing to note that for 3 games in March a sizeable section of the press pack and Alan Pardew himself were all unable to enter the stadium, while Mike Ashley and some seriously disillusioned players felt the need to turn up. Pretty much everyone ended up somewhere they didn’t want to be. ) Also as stated in the quoted part of the Forum minutes, the club freely admit to concentrating on the needs of financial contributors to the club in the media. Local radio and Sky Sports fall in this category as they say but it’s certainly still possible that the club were seeking those in the written media to contribute, despite the incomplete denial in the Forum. It could still be that the bans and the general scaling back of access for the written press were part of a strategy to persuade someone in that sector to pay to be a media partner of the club, either official or unofficial, in order to gain enhanced interview access.
The Forum denial could be a genuine attempt to give out information. The club could be trying to make the fans aware that no attempt has been made to sell media access to players. But the evidence of the press bans and the scaling back of print media access in conjunction with the club’s own admission of wishing to concentrate on those paying for access points towards something else. The denial appears to have been another instance of the increasing levels of obfuscation employed by the club, in actual fact a cleverly phrased attempt to throw people off the scent. It’s a statement which at first seems to deny something outright but upon closer inspection only denies a very specific aspect of the issue, and a relatively unimportant one at that.
Making it more difficult for the press to gain information about the club is the main method of drawing a veil over what is going on internally. Mike Ashley is famously reluctant to relinquish his own personal privacy and perhaps the corporate attitude is an extension of that. Of course, for any company there’s a trade-off between limiting what they want the public to know about their operations and gaining positive publicity for themselves. The Fans Forum is the main response of Newcastle United to accusations that their communications haven’t been good enough, their attempt at achieving the trade-off they desire. Despite their desire to control the information supply though, they are so poor at it that every single Fans Forum meeting has provided either genuine revelation or confirmation of previously only suspected uncomfortable truths.
If Mike Ashley doesn’t see what the club gains from providing stories to the papers, that the dependency so far as he’s concerned is one way, then he may of course have a point. Their business model relies on football stories direct from Newcastle United, particularly the local papers, in a way that’s not true in reverse or not at the moment anyway. When you are close to selling out the stadium every game anyway then the benefits of drumming up interest in the team are hard to quantify. It’s a short-sighted attitude at best though. Some day the club may need the exposure and they won’t be able to buy it. Fans like to read about their team too. There’s a mutually beneficial relationship between club and press, but to value it you’ve got to accept that the needs of fans have some importance, and that’s not something Ashley will ever agree with.