From the Page To the Pitch

The Economist and The Athletic are two digital publications I try to read daily. Each week, I'll share two articles that caught my attention; one from each publication.

This week: the death of reading and London City’s WSL spending.

Smart Speakers: The new age of the orator

This recent Economist piece is a review of a new book entitled The New Dark Ages, focussing on the author’s view that the written word is losing ground to the spoken word. Newer generations are apparently not reading as many books and newspapers. In the written word's place is being overtaken: 

“in favour of video clips and social feeds, the world is entering a new age of the orator. Ideas that were once disseminated by headlines and columns are now being conveyed by TikToks and podcasts. As people spend more time absorbed in their screens and their AirPods, the human voice is making a comeback."

The article highlights that more than 50% of American adults had not read even one book for fun over the last year. In this digital, content-first age, with the Economist review framing smartphones as “predators of our attention”; orators, influencers and podcasters become disproportionately influential. 

Are phones and devices actually competing with books for attention? Almost certainly. Are people increasingly encountering ideas by listening rather than reading? Absolutely.  But one doesn’t necessarily come at the total expense of the other. It’s not a zero-sum answer. I love listening to podcasts in a car or on my exercise bike where I would otherwise not read. Digital can obviously be complementary to reading but for many is almost certainly cannibalising it too.

Perhaps there is a wider discussion about the patience and attention play-off, as I’ve touched on previously. Short-form digital content is all about a quick fix; investing in a book is the opposite. It’s the pay-off of a story that requires time, effort and patience. For me to understand or learn something in greater depth (for pleasure, self-development or work), I will need to read and sometimes re-read, highlight and consider. It’s much more difficult for me to do that by watching or listening (but maybe that’s just me!). But the accessibility and somewhat passive nature of the digital consumption platforms remains enticing and immediately rewarding.

For some time, tech (through the printing press, newspapers, books and computers) reinforced the written word. Smartphones, via podcasts and video, may now be loosening those bonds.

Earps, Putellas and how London City can afford their high-profile transfers

Two of my favourite Athletic writers, Charlotte Harpur and Chris Weatherspoon, wrote an insightful piece on London City Lionesses and their rapid growth strategy (both from a revenue and performance position). Chief exec Martin Semmens at the excellent RAISE conference recently explained that the club’s sustainability aim is to break even in five years. 

That roadmap is based on Michele Kang’s “invest before revenue” model for the club and has led to stellar player acquisitions in Putellas, Earps, Mapi León and Diani. Sustainability is a triggering watchword for many in European football, both on the men’s and women’s side of the game. It seems rather odd that the women’s game is held to the same sustainability measure when the men’s game has generally not been self-sustaining or profitable for many decades, bar some unique outlier clubs. Nonetheless, with such outgoings comes the need for revenue to balance the books. 

As discussed on the men’s side recently, cost controls are being implemented across leagues. The WSL is no exception. The new rules allow clubs to spend up to 80% of relevant revenue on player wages, with an additional owner-contribution allowance. That gives ambitious owners some breathing space and cost-flex, but not unlimited freedom.

The piece touches on revenue and cost elements. On the revenue side, the new announcement of a record-breaking Nike deal with Nike becoming the principal sponsor as well as kit brand is relatively unusual. Anyone remember the Bolton 2012 kit with Reebok? Answers on a postcard for the most iconic shirt. But bearing in mind that the club’s previous yearly revenue didn’t quite touch the £1m mark, the reported Nike deal will go some way to boosting the coffers. It probably helps that the club has one of Nike’s highest profile athletes in Putellas too, with her 3.4m Instagram followers. The club, and sponsors like Nike, believe the commercial proposition of star signings will help gain points on the pitch and drive value to partners. Such signings will challenge the established Chelsea, Man City and Arsenal order and in turn push the club towards a European spot.

I use AI as an editing tool to suggest refinements and brainstorm themes to explore during the writing process. The words and opinions remain my own.