Swooper Northey

I felt dreadfully sorry for Tim Lamb.

And that's part of my point. The AFL media environment is littered with people who are desperate for the next sensational headline. Unfortunately we've dished that up consistently in recent years, so they're simply looking for more, even if it's illogical. For the club, dealing with the media can no longer just be an afterthought. We have to get serious about it including understanding what can happen when we get it badly wrong. Right now our inability to manage the message is destabilising the club and harming our future prospects.

Let's face it, in the AFL world, you've got to deal with problems quickly. It's like putting out a small fire before it turns into a bushfire. Most issues aren't black and white, but try telling that to the AFL media - they're not big on subtlety. This is where Melbourne keeps getting it wrong. The club had plenty of chances to get on top of issues early, but time and again, they've let things spiral out of control. It's like they're allergic to nipping problems in the bud. When stuff hits the fan, Melbourne seems to freeze up. They don't tackle problems head-on, and when they do speak up, it's often too little, too late. Meanwhile, some media outlets are having a field day, churning out endless clickbait. Every time Melbourne drops the ball like this, they're basically handing the media a golden ticket to blow things out of proportion. Before you know it, a small hiccup turns into back-page news, and the club's scrambling to put out fires everywhere. All of these media issues would be making life really hard for our list management team to entice players to join the club. Players have choices, and who wants to join a club that's always in the headlines for the wrong reasons?

Clayton Oliver AFL Premiership player: 2021 2 x AFLCA Champion Player of the Year Award: 2021, 2022 3 x All-Australian team: 2018, 2021, 2022 4 x Keith 'Bluey' Truscott MedallistL 2017, 2019, 2021, 2022 In return, Geelong will offer up Spiro Malakellis, David Mensch and pick 53

Here's the link to his new business: https://www.telosperformancepartners.com.au/who-we-are

To the Board, Management, and Staff of the Melbourne Football Club, As a long-standing supporter, I am compelled to address the ongoing issues plaguing our club. The Melbourne Football Club, with its storied history and loyal fan base, finds itself in a state of perpetual crisis that demands immediate attention and action. The current situation is untenable. Our club has lost control of its narrative, constantly reacting to leaks and rumours instead of telling its own story. Media outlets have revelled in negative reporting about our club, creating a toxic atmosphere that affects us all. If I never consume a Tom Morris or Sam McClure report again, it will be too soon. Discontent among our leading players is becoming increasingly apparent. Unresolved board issues and questions about club culture continue to fester, casting doubt on our leadership and direction. The constant stream of speculative reporting and sensationalised stories is eroding the club's stability and reputation. Perhaps most concerning is the club's silence on these matters. This silence simply creates an information vacuum, and at the moment, that vacuum is being filled by everyone other than the club itself. This allows rumours and speculation to run rampant, further damaging our image and unity. This cycle of negativity is not only exhausting for supporters but must also be detrimental to the club's future prospects. It's time for the Melbourne Football Club to take decisive action. We need to confront these issues openly and honestly, without resorting to spin or obfuscation. The club must implement a clear, proactive strategy to regain control of its narrative. Player concerns need to be addressed head-on, fostering a culture of trust and open dialogue. Board-level conflicts must be resolved, and the club's vision and values clearly articulated. Most importantly, we need to see a concrete plan to improve club culture and on-field performance. Kicking the can down the road on festering issues only makes things worse. The Melbourne Football Club has the potential to be a force both on and off the field. However, this potential can only be realised through strong leadership, transparency, and a commitment to addressing the root causes of our current problems. As supporters, this endless state of negativity pains us deeply and we demand better. Remember, you're not just managing a football club; you're custodians of a legacy that spans generations. Every supporter, every player who has worn the red and blue, and every future Demon deserves better than the current state of affairs. Sincerely, Swooper Northey October 2024

Been there, done that... https://www.grandoldflag.com.au/publications/18ej8pqvzsmnzc2rb96s6t7j0zlhck

That's the AFL media in a nutshell, prioritising sensationalism over accuracy.

Steve Smith would be an excellent appointment with the ability to bring credibility and calm to the role. Just what we need.

Ha! Thanks SWYL. I'll turn my attention to the Tattslotto numbers next!

My letter certainly wouldn't fit on an Instagram post. Yours would. You win!

Fair call Little Goffy. The opening par has been edited. Hopefully this makes it more palatable.

Dear Trac, as a loyal supporter of the Melbourne Football Club, I write this letter with a weary heart but a glimmer of hope. For a decade, Demon supporters have watched you grow from a promising draft pick to a legend of our beloved club. Your journey has been our journey, your triumphs our triumphs. Remember that magical day in September 2021? When you stood tall at Optus Stadium, Norm Smith Medal around your neck, the premiership cup finally in your hands? That wasn't just your moment – it was ours too. You embodied the spirit of our club, the culmination of 57 years of hope and heartbreak. You made history, and despite being on the other side of the country, we were right there with you. We know this year hasn't been easy. We all held our breath when you went down against Collingwood. The news of your injuries – especially the damaged spleen – hit us hard. But true to form, you've been fighting your way back, and we're here supporting you every step of the way. Trac, we need to talk about the elephant in the room. The media speculation about your future at Melbourne is like a storm cloud hanging over our club. We've heard the whispers, which have gotten louder and louder. We've read the headlines and seen the pundits weigh in. But we haven't heard from you, and that silence is deafening. We understand that every player has the right to make decisions about their career. We know that our club is far from perfect and that it has work to do to get back to the top. But Trac, we want you to be part of that journey. We want you to be the one driving us to greater heights, just as you've done so many times before. You're more than just a player to us. You're a symbol of what Melbourne can be at its best – tough, skillful, and never giving up. Your presence on the field lifts not just your teammates, but every single one of us in the stands and at home. We're not asking you to accept mediocrity. All we're asking for is a chance. A chance to show you that Melbourne is where you belong. A chance to prove that together, we can overcome any obstacle and reach the pinnacle once again. If there are issues, let's address them. If there are concerns, let's talk about them. We want to be part of the solution, just as we hope you do. The uncertainty is tough, but we're tougher – we're Melbourne supporters, after all. Trac, whatever you decide, know this: You've given us moments we'll cherish forever. You've been a beacon of hope in dark times and a leader in our finest hour. We believe in you, and we believe in what you and the club can achieve together. This is also your chance to play for your mate Angus Brayshaw, who unlike you, will never take to the field again. Your continued presence on the field would honour his legacy and the spirit of mateship that has previously defined our club. The ball's in your court now. We're here, we're listening, and we're ready to stand by you. All we ask is that you give us, and Melbourne, a fair go. From the bottom of our red and blue hearts, The Melbourne Football Club Faithful

In light of Gus's sad retirement, I'd have thought Trac would have wanted to finish what they started together.

I understand that he's injured and doing it tough. No one begrudges him raising his concerns and frustrations with the objective of driving the club's improvement. But his silence is creating an unnecessary media circus which places pressure on the rest of the club, including his teammates, and our recruiting staff who are working hard to bring in players to drive that improvement.