On Monday, Football Economy.com reported on Villa’s latest financial report (these are extracts):

[Robin Russell, CFO, announced:] ëThe 2012-13 accounts effectively close a chapter on a period of heavy losses. As we near the end of the 2013-14 season, the Club is financially self-sufficient, compliant with both UEFAís and the Premier Leagueís Financial Fair Play requirements.í

Although Villa posted a loss of £51.8M for their latest accounts in 2012/13, Lerner has waived almost twice the amount in loans – converting them to equity in December last year. This should help with financial fair play.

Increase in turnover in 2012-13 was driven largely by improved on-pitch performance and a higher finish in the Barclays Premier League. Higher average league attendance and a semi-final place in the Capital One Cup also contributed.

Reduction in operating expenses was driven by rationalisation of the playing squad with amortisation of player’s registrations down £3.1million and all other expenses down by the same amount.

Exceptional charges increased by £2.4million to £8.3million and included the accelerated amortisation of certain players’ registrations and their employment costs. The accounts now more accurately reflect the value of the squad utilised by the manager.

As the squad was being rebuilt, there was no repeat of 2011-12’s record-breaking profit on disposal of player’s registrations (£0.3m loss in 2012-13 as opposed to £26.9m profit in 2011-12).

There are two paragraphs I have highlighted. The ordinary fan might experience apoplexy on reading these as they seem to float over the actual experience of the two seasons referred to (and since). The temptation is to complain: “Aston Villa is not any old business; will they ever understand that?!”

Now, having known Robin Russell (the CFO) and how he operates, I know him to be a very fair and well-intending professional person. But he is not a football man; as such perhaps he should remain in the background. The CFO no longer has to report to the Stock Exchange; his report only needs to be addressed to the board and (professionally) the CFO is obliged to produce such a report. But wouldn’t it build bridges if, instead, a report was published from the owner/CEO that would take the financial report as a basis and expand on the thinking behind the overall policies for the edification of the supporters! That way we would be closer to the mind of the inner cabal. We might (just) then begin to understand them. Perhaps that’s too much to ask for!

Having said all that, I am much relieved that Villa is now “financially self-sufficient”. Surely, we can now go forward – can’t we? With more flexibility on wages (please!) to attract better players where essential, without the wages going over the top. I happen to agree on the policy of restraint on top wages.

But I would also add that (in my view) the strategy that appears to have led to a successful financial outcome was poorly implemented in that it allowed for no flexibility to accommodate commonsense in the development of the playing squad – the affect on the supporting public was totally overlooked in the decision to purchase and play non-PL experienced players. But this is partly due to the fact that the board does not consist of members that have a ‘feel’ for the wisdom of the manager’s decisions and tactics.

2011-12 was a dire season under McLeish and yet the club made a “record-breaking profit”;

2012-13 was a dire season under Lambert that happened to finish on a bright-ish note. But the reference in the report to reaching the Capital Cup semi-final is a gloss of the reality of ignominiously losing to a lower-division side, albeit a lower-division side that had self-belief – which Villa (regrettably) didn’t have.

And now we find ourselves towards the end of season 2013-14, shortly after a 4-1 home win which still fails to genuinely convince us that we are safe from relegation, although the likelihood of that happening is a bit unlikely. But how is it that we can fashion a goal of the quality of movement that led to Bacuna’s excellent finish, then spend 45 minutes just going through the motions?

Since WW2, whenever Villa have scored 4 goals by h-t (1959-60, 11-1 vs Charlton; 1961-62, 8-3 vs Leicester and 5-1 vs Notts Forest; 1994-95, 7-1 vs Wimbledon) Villa have improved their score in the second half. The great exception is 1976-77 when Villa led Liverpool (!!) 5-1 at h-t and finished by that score. But the big difference is that in that match there were plenty of goalmouth thrills in the second-half even though no further goals were scored. And it was against the mighty Liverpool!

Fans expect their team to go for the jugular when they are in a superior position. I have seen teams come back from 1-4 down to draw 4-4 before, but Norwich looked far from being able to do that. Instead Villa sank to their opponents’ level for the second period. That very fact was an eye-opener to me. I remain incredulous about the tactics employed in the second half.

After the second-half of that Norwich match I do not feel happy that a Villa manager didn’t do more to improve Villa’s play. Why didn’t he bring on Albrighton on (say) 60 minutes instead of waiting until the match was petering out? And Holt does look completely lost. Another loan player that has not gained Villa anything.

My sad view of the matter of Aston Villa is that despite the Norwich win and the apparent good state of the finances, we will continue to have a board and a team manager that are not in concert with the mainstream of Villa fans.

We now appear to have hit an all-time low in playing attitude. This is not the spirit of the Aston Villa of old. The absence of ‘tingle’ when a match approaches is very noticeable.

It will be interesting to see how the club manages to sell its season tickets for next season, and the affect of that. Matt has suggested that owing to increased fee payments to the club, any drop in ST sales will not have a dramatic impact, financially at least. But what if attendances did consistently drop to 25,000 or less? I wonder how the board would view that situation with the reduced ‘atmosphere’ in the stadium? I suppose they would again blame the fans.

Let us hope I am proven wrong and that Villa clock up impressive wins from their remaining fixtures this season. In particular, there are five consecutive fixtures in April/May that need to be ruthlessly dealt with:

2014-04-05 H Fulham
2014-04-12 A Crystal Palace
2014-04-19 H Southampton
2014-04-26 A Swansea C
2014-05-03 H Hull City

That’s a potential of 15 points, but I would be happy to see 10 points taken from these matches. Furthermore, I also want to see football and an attitude worthy of Aston Villa. Only if the team achieves those wants of mine will I remain open-minded about next season.

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