Keith Ward (Sligo Rovers), Michael Slingerman (Drogheda United), Shane Duggan (Limerick FC), Ger O'Brien (St Patrick's Athletic), John Dunleavy (Cork City), Jason Byrne (Bohemians), Conor Kenna (Shamrock Rovers), Stephen O'Donnell (Dundalk), Paul Sinnott (Galway United), Mark Sammon (Longford Town), Ryan McBride (Derry City) and David Cassidy (Bray Wanderers) at the launch of the 2015 SSE Airtricity League. Photo: David Maher / SPORTSFILE

The League of Ireland is back next weekend and, as ever, the challenge is to convince a sceptical population to be interested in the sentence which follows that factual statement.

This is part of the brief that comes with covering the domestic beat. It's always about selling to the punter that is presumed to represent the average reader. Searching for an angle to make them care.

From tomorrow, a survey on the FAI website will look for feedback from the public as part of a wider consultative process. Declan Conroy, who is overseeing the project, wants dormant or disinterested fans to contribute.

Media outlets know that the stiffest task is generally getting them to proceed past the entry point when they see the subject matter. This mindset is embedded. A fresh message is required, yet it's easier said than done on a stage where the script rarely alters.

The repetitive theme in previews of a fresh campaign is the uttering of unoriginal sentiments about spreading the word, enhancing profile and exercising turnstiles.

By chance, the process of decluttering the apartment this week uncovered the official 2005 season preview.

Merger

FAI chief executive John Delaney, then in the process of negotiating the association's takeover of the league - 'the merger' - penned his thoughts.

"I am delighted that all clubs have been awarded licenses and the process of drawing down funding for infrastructural developments can now commence," he wrote.

"The groundbreaking five-year TV rights deal, which was announced recently, will see unprecedented exposure of the domestic game on television and it will enables the FAI to increase the prize fund pool to €400,000."

A decade on, there remains an element of suspense about whether all clubs will meet the licensing requirements; it's an unflattering news story even when they do.

Ground improvements remain an aspiration, and it's hard to wag the finger at Abbotstown when some of the worst facilities belong to clubs that have spent unnecessary fortunes on wages in the intervening period.

TV exposure continues to be flagged as one of the main achievements, even if clubs have developed extremely mixed feelings on live broadcasts.

And prize-money? Well, you won't find those figures on the press releases these days. Cuts have made it an extremely expensive league to play in with very little reward. Those who cannot afford to battle for honours will receive a chunk of the prize fund that is less than their affiliation fee.

These are the themes which linger. Like an unclaimed piece of baggage on the airport carousel, lovers of the league are condemned to the twists and turns of the same journey again and again and again.

Sweeping issues under a carpet serve no purpose in the long run, but it's understandable that a focus on the negatives frustrates the dedicated audience.

There is a danger of doing a disservice to the product by consistently attempting to look at it through the eyes of the outside observer.

From personal experience, the most grounded and astute criticism of the league tends to be in-house. Crucially, as they are invested in a committed relationship, they can see the good side too.

"All the people involved in our league love our league," stressed St Pat's manager Liam Buckley on Friday. "People who do come to matches tend to get caught up in it."

Confidence is attractive, which is why giving people a reason to go to games is a smarter strategy than pushing the guilt-trip approach.

And here's the thing; within Airtricity League circles, there is actually quite a bit of positive energy around the big kick-off.

The better clubs from last term have largely succeeded in consolidating rather than pressing the reset button and that continuity without a dramatic budget increase is the only desirable form of progress.

Dundalk and Cork served up a thrilling title race last term which culminated with an amazing climax. And the Leesiders have strengthened after that disappointment.

Liam Miller's arrival was a headline-grabber and it unquestionably helps to have individuals involved whose name rings a bell with the floating football fan.

The winter move of Keith Fahey from St Patrick's Athletic to Shamrock Rovers adds another edge to their rivalry and both should be part of the league battle. (Alas, the fact he is one of the multitudes suspended for Friday's opener between the sides for the crime of four yellow cards across last season is an embarrassment.) Sligo Rovers have turned a few heads in pre-season too.

Granted, the inequality between top and bottom is bad news for participants who can plausibly only aim for mid-table at best. Still, the spread of talent across the top five should lead to a competitive fight for the crown and raise the standards.

"The league is picking up again," suggests Sligo boss Owen Heary. "We have young players who've matured that have the experience of the last four or five seasons and the quality is improving."

Geographical spread offers another reason for encouragement. It's 24 years since the Premier Division featured Galway, Cork, Limerick, Derry and Sligo, while there are just three Dublin teams.

On top of presenting the image of a truly national league, there is also a certain security in knowing that the crowds will come if the regional representatives are doing well. In Dublin, where apathy is a major concern, there is no such guarantee; the largest concentration of lapsed fans is in the capital.

This weekend, it shouldn't be an issue anywhere. The only good thing about the mammoth off-season is that it builds anticipation and swells crowd levels for the first set of fixtures.

That's what makes it an exciting couple of days for those who do care. Friday marks the return of an alternative version of normality, and there's genuine cause to believe that an entertaining year lies ahead. Optimism reigns, for now at least.

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