Who is the web baron?
Alexis James is editor of the new football website. He employs seven 'floating' staff.
Get the tone right
Catflapfootball takes a left-field view of the national game, addressing burning issues such as 'how many cars David Beckham can drive at the same time and whether Steve Bruce's head is big enough to blot out the sun', explains James. The Essentials page covers music, DVDs and trainers. Celeb interviews focus on football.
Aside from gratuitous biscuit mentions in the hope of free Hob Nobs, the team wants interview opportunities, match tickets, equipment, books, DVDs, competitions and games - football and non-football welcome. James says: 'We have a very good relationship with PROs, especially for a new venture. Aside from the non-biscuit issue of course.'
PR FRIENDLY SCORE 8/10.