Sport, like news, is a constantly changing landscape. The pace of change is increasingly rapid, not just on the pitch but in the press box too.
Supporters and lovers of sport crave authenticity. To be a fan is to join a community, to share a common language that transcends accents or postcodes.
It is our job, as the regional experts around our clubs and personalities, to generate and reflect these communities and their conversations every day.
To be trusted by the people who go to games and know our teams inside out is a great privilege. Plenty changes in sport, but that remains the same.
When you see a sea of headlines about your club, looking out for the title based closest to the club in question in the best way to ensure you're getting the real story from your clubs.
Why? Because we don't just report on our clubs, we live and work amongst its fans too. It's a matter of trust.
Fake news is fleeting; being a fan is for life.
We know what fans want because we are fans ourselves. But we also know that fans want facts - no matter how much we'd all want to believe that Ronaldo is about to sign for our club. That's what sets us apart from those organisations who just want your click. We want your trust.