Mark Segal looks at how Europe's media-savvy clubs are competing to reach new supporters on other continents

Manchester City’s ambitions to break into the Premier League’s top four may still be in the balance this season, but their determination to mix it with the elite in the online world continues apace. Since their takeover by the Abu Dhabi Group, City have relaunched their website to critical acclaim and become the kings of social media with popular feeds on Twitter, Facebook and Flickr. Soon after the take­over, City also launched an Arabic version of their website and now they’ve enhanced this offering by adding an Arabic Twitter feed (@CityArabia).

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Ian Plenderleith clicks around the web to try to decide whether the football writing on there is worth his money, or if it should remain free to all

How much would you pay to read football journalism online? It’s a question that’s taxed the media ever since the internet quickly meta­morphosed from a content free-for-all to a platform with endless commercial opportunities. Several cases illustrate the way that online content could go over the next few years.

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Bottom of the league with no points from 27 matches in the Unibond Premier Division, Owen Amos takes a look at what has gone wrong for the ambitious Durham City

According to the Northern Echo, Durham City are “the worst team in the country”. While that may not be true, they are by some distance the worst team in the Unibond Premier Division, one step below the Conference North. After 27 games, Durham had won none, drawn none and lost 27. They’d scored 16 goals and conceded 121, an average of over four per game. In fact, the only match they’ve won all season was at home to Washington – who play three divisions below – in the Durham County Challenge Cup.

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When Keith Alexander passed away on March 3, 2010, football lost one of its nice guys. Rob Bradley pays tribute to a true gentleman of the game

From 2000 to 2005 I was chair of Lincoln City Supporters Trust and chairman of the club. For three of those years Keith Alexander was our manager and I got to know him well. Keith liked his sayings. We liked them too. They lifted us when the finances were bad or when we were worried about the results. “We’ll be there or thereabouts,” was his favourite. And our favourite too because it reassured us when the going had got tough. Or had got even tougher.

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Cameron Carter settles down to watch the 2010 Carling Cup final and spends most of his time wondering whether it is worth his attention

Historically speaking, it is not always possible to determine something’s significance at the time. Who knew that an off-hand shooting of some old Austrian guy would lead to the First World War? Or that Howard would be a non-expendable member of Take That? The BBC experienced the same dilemma with the Carling Cup final. While whoever has the rights to the FA Cup coverage each year repeatedly informs us it is a competition everyone really still strains to win, the Carling Cup’s significance is an even tougher media sale.

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