What do you bring to the Mail?
The Mail has a powerful sports section but my background with red-tops at The Sun, Daily Star and here at The People has given me skills with projection stories and greater energy.
What changes are ahead for the Mail?
Sport has always commanded a lot of space in red-tops and broadsheets but the middle market papers such as the Mail have not had as much coverage. It is introducing extra coverage on Saturdays and Mondays.
What are its strengths?
I think papers recognise that readers associate papers with their writers and the Mail has great writers such as Jeff Powell who is very well known for his strong views.
What advice do you have for PROs?
It’s pointless putting on a big event if England are playing that day, because that will take up most of the pages. You’ve got to pick your time and read the papers. A colleague of mine took a phone call during a Euro 2004 game recently from someone wanting to know what fans do in their sports leisure time – not the right time to call!
What role do club ‘spin doctors’ play?
In some respects they have sanitised the sports world. It can be a problem but the good ones understand the media’s issues with circulation and exclusivity. They have to walk a tightrope that balances the needs of their employers and assists the media.
Who does it well?
Arsenal, Liverpool and Manchester City set the benchmark for club PROs.
What are your favourite sports?
Football’s my sport and I’m a West Ham fan. I also love rugby, cricket and boxing but football’s my passion and that’s what I’ll be concentrating on.