Football as it used to be? Part 4 – The media.

In the late 19th century, local newspapers were pivotal in building the culture around football and rugby, transforming matches into shared events that communities like Southport could rally around. Today, Southport retains many of the traditions nurtured in these early years, but as we explore whether watching Southport today resembles “football as it used to be,” it’s clear that the media landscape has changed so dramatically that this is one area where the experience has evolved beyond recognition.

In the 1870s and 1880s, newspapers didn’t just report on football and rugby—they crafted narratives that made these sports a source of community pride and identity. Local newspapers published vivid, detailed descriptions of matches. This form of storytelling made clubs like Southport Wanderers and Southport Olympic central to town life, not just as teams but as symbols of community spirit. It was from this that the Southport Football Association and Southport Charity Cup were formed as a means to raise money for the Infirmary and the impoverished.

As newspapers documented each game in growing detail, they pushed clubs toward more professionalism. Regular press coverage brought with it a need for consistency, organisation, and record-keeping, indirectly encouraging clubs to operate more formally. While initially aimed at satisfying readers, these reports established a historical record that’s invaluable today.

Had it not been for the publicity gained by these early clubs from their inclusion in the local press, there would not have been such a rise in popularity of the sport; there would not have been such an increase in the number of clubs, and that would not have led to the current club being formed when a number of those clubs got together to decide to form a professional outfit in 1888.

The press played a significant role in making local matches feel like high-stakes events. Descriptions of matches against rival towns read like tales of hometown valor, creating a sense of pride that extended beyond the pitch. Newspapers championed their local clubs, helping establish the traditions, loyalty and identity that today’s fans still uphold. Furthermore, it was in their interest to do so. People bought the newspapers in order to read about their club. The local press needed the clubs just as much as the clubs needed them.

While many of Southport’s club traditions remain, the media landscape has changed dramatically. In the 19th century, the press was the primary connection between fans and clubs. Indeed, from its formation, right up until the mid 1990s the Southport Visiter was arguably the most likely place to find the most recent club news and results. When the idea of a dedicated press officer became necessary, for a long time this position was filled by local journalists from that Newspaper, for whom there was a mutual benefit.

When asking whether watching Southport today resembles “football as it used to be”, the role of the media stands out as the major change. The immersive, community centred reporting of local newspapers has been replaced by the instant, global nature of digital and social media. Largely gone are the detailed and plentiful newspaper columns that gave every game a unique narrative; instead, brief match reports and quick social media updates dominate.

One of the key differences has been that with the popularity and circulation of local newspapers on the steep decline thanks to the rise of the internet, much of their content is now centrally produced. It is no longer seen as necessary for a local newspaper to court its local club for mutual benefit. Instead, clubs like Southport have been forced to take ownership of their own media output, producing their own match reports, behind-the-scenes features, and exclusive interviews. Many clubs, including Southport, now operate with dedicated media teams of their own – often composed of volunteers – who are much more likely to occupy the traditional press box than a local journalist. Of course there are some exceptions but by en-large it is the clubs themselves who are now expected to work hard to keep fans informed and engaged. Should supporters feel disconnected, it is now to the clubs that their ire is directed, rather than the “letters to the editor” page.

These club-managed media channels do have some advantages, in that they allow for direct communication, ensuring that the club’s image and stories are managed from within. This shift means fans today receive information straight from the source, often with a more polished, professional approach. However, it also means that the independent narratives and community-driven storytelling that once characterised local sports journalism have been largely replaced. It also means that supporters are potentially less likely to see club news, unless they deliberately seek it.

Another profound change is the reach of social media, which has brought fans closer to players and managers than ever before. Platforms like Twitter, Instagram, and Facebook provide a direct link, allowing fans to follow daily updates, watch live streams, and even interact with players and coaching staff. Fans of Southport today can connect with players in ways that were unimaginable in the 19th century. Where early newspapers offered an imaginative glimpse into the lives of players, social media provides real-time interaction, giving fans a sense of immediacy and intimacy that reshapes their connection to the club.

This access is one of the most defining aspects of modern football fandom, creating a dynamic that brings fans closer than ever to the game. While the community loyalty remains, the way fans experience and engage with the club has evolved. The tradition of local pride endures, but the platforms and tone of interaction reflect the digital age, rather than the community-based reporting of the past.

Today, Southport’s football culture has changed so significantly and extensively that this is one area where watching Southport no longer resembles “football as it used to be”. That’s not something however that Southport had any control over. It is a societal shift and one that they have had to adapt to. The role once filled by independent, local newspapers has largely shifted to club-managed media teams, and the instant reach of social media puts fans in direct contact with clubs in ways unthinkable in the days of early sports journalism.