Swooper Northey

Brad's intentions were good, just needs to work on his method and delivery.

Yet again, McClure references unnamed sources and somehow that gets treated as fact. Meanwhile, Clarry—who's openly battling mental health issues—gets hounded for a response. This isn't journalism; it's harassment. What twisted message does this send? Disclose your struggles publicly, and watch as clowns reporting for TV news bulletins circle anyway, demanding answers while accepting baseless claims without question. Pathetic.

I'd like to raise some constructive feedback for the club that is a lot easier to solve than forward connection, the search for a new CEO or a permanent training base. It's the over the top pre-game audio at MCG home games that is dressed up as 'match-day experience' but only serves to detract from the experience itself. I love concerts and live music, but when I go to the footy, it would be nice to be able to hear the person next to me, rather than having music blaring and the match-day hosts screaming over the top of each other. I get that this is meant to create energy, but the real energy isn't the manufactured stuff. It's what happened in the last quarter on Saturday when 25,000 passionate Demon fans turned up their own volume and cheered their team to victory.

Andy, your well-timed spray during last week's podcast, fire and brimstone that would have made Barrass proud, clearly had the desired effect. Well done!

Welcome back Andy, George and Binman. Looking forward to another year of the podcast. It's early March so I'll stick with the positives following the preseason match against Freo. The pleasing takeaways for me were: 1. The return of Trac - looks like he hadn't missed a beat. Great for him to get a game under his belt without injury. 2. Clarry's comeback. He looks fit, strong and quick - dare I say it, back to the Clarry of old. 3. Sparrow playing ANB's role. 4. Our clearance dominance in the second half. 5. Greater use of forward handball to keep pace on the ball. 6. AJ looks to be a ripper.

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!