Mike Ashley's approach has desired effect

Sep 1 2010 by Luke Edwards, The Journal

Newcastle United were strangely quiet on deadline day but Chris Hughton will be pretty happy with what he has managed to do with one hand tied behind his back. Chief Sports Writer Luke Edwards reports.

IT looked as though it would become yet another public relations disaster for Mike Ashley, but the club statement which squeezed so much optimism and excitement out of promotion has actually worked in their favour.

There has been nothing spectacular about Newcastle’s transfer activity this summer, but it has been sensible and methodical and a lot better than expected.

It was clumsy, crass and crude. It was belligerent, confrontational and ever so slightly misleading, but for all of the no comments, for all of the refusals to communicate and the confusion surrounding the revelation there would be ‘no capital outlay’ on new players this summer, it had the desired effect.

Nobody expected Newcastle to do very much in the transfer window, so nobody was disappointed when they failed to spend heavily. The no capital outlay comment continues to baffle given transfer fees have been paid – The Journal understands all money spent has been Ashley’s rather than the club’s – but instead of moaning about the small sums of money, we are pleasantly surprised by the fact some has been parted with.

Whether by luck or design – the statement was released before the appointment of new head of communications Wendy Taylor – Ashley’s uninspiring response to the club’s return to the top flight means he has actually enjoyed one of his better transfer windows. It has been the club’s failings in the transfer market under Ashley which have caused the biggest problems for United’s stubbornly secretive owner. But it is not unreasonable to suggest they have enjoyed two successful recruitment drives in a row with Chris Hughton willing to accept the financial constraints in place.

When Hughton asked for the players he needed to ensure Newcastle secured promotion from the Championship back in January, he got them and while there is no doubt he would have preferred to have a more generous budget to play with, he has got enough players in to strengthen the side despite the limited resources at his disposal.