This reproduction copy is of the very first issue of the Aston Villa News and Record, published on Saturday, September 1, for the match against Blackburn Rovers. Up until then the club had availed of the services of Sport & Play to produce a match programme, as the Birmingham based agency did for other Midland clubs. The programme included an article explaining the reasons for the change to “in-house” publishing.
“For the first time in its history, the Aston Villa Football Club today has its own official journal. The idea has been in contemplation for some time, and in thus carrying it out the directors are falling in line with other important clubs. Into the fairness or unfairness of some of the criticisms tha have been directed towards the club in the past it is not proposed to enter. When succesful there has been no reason to complain of any niggardliness in the way of praise from the critics; and when defeat has fallen to the share of the players, they have bowed to the inevitable, we think, with as much equanimity as most would under similar circumstances.
“At the same time, it has been frequently recognised that the aims, the objects, and the intentions of the club have not always been placed before the public in the most beneficial way, and, averse to embarking upon newspaper controversies, the directors have perforce allowed judgment in many cases to to go by default. We do not complain, we do not expostulate. With the club detached as it was from the various public prints – whose help and encouragement Aston Villa willingly and heartily recognise – it could scarcely have been otherwise. Add to the simple details the fact that many club journals and programmes produce a considerable source of revenue, and we think enough has been said to justify the presnt enterprise to shareholders and supporters alike. […]
“During the coming season it will be our endeavour to provide our shareholders and our patrons with impartial criticisms of the games in which our players are engaged, based, as far as possible, upon personal observation. We hope to extenuate nothing, and it will be wuite certain that naught will be set down in malice. It is the desire of the Aston Villa directorate now, as it has ever been, the quality of the play, and the lasting well-being of its exponents. […]
“To these few opening lines it is only necessar to add, perhaps, that while the general policy and management of the journal will be under the direct supervision of the club directorate, the Editor of this journal will be given practically a free hand in dealing with actual facts and circumstances. No one could wish more. With all the imperfections on its head, therefore, we venture to submit the Villa News and Record to the kindly consideration of our own particular patrons and supporters, and therefore likewise to our friends the enemy.”
There was also a ‘contribution’ from the club’s Directorate introducing the new programme editor.
“The Directorate have succeeded in engaging the seervices of Mr E. W. Cox, a journalist well known in the athletic world, as Editor of this journal. In the hands of this gentleman the Directorate feel the “matter” submitted for the delectation of our readers will be entertaining, and, in addition, have the merit of being dealt with by one who is unbiased in his views, essentially practical in his work, and unrestricted in the expression of his convictions.”