In this age of digital media, the key skill is to offer something you can't get elsewhere if that makes sense? I am not going to buy a program for the coaches review of the last game, if the words are the same as I got in League Express, P and C and then again but just a week old.

Secondly, we are in a digital age, so collaborating Twitter, Facebook and the program will work well - replicating message boards, good luck messages for the days game garnered from Fb or Tw.... interactive then and you might get your messages for players, coaches etc.... answered or printed ten you are more enticed to buy and get involved creatively online too.
Interaction is the key - countdown's to milestones - Danny Orr needs 2 goals today for 500 career points.... etc.... give things people can monitor. Face in the crowd was good - low level prize, means you have a reason to buy it if you have to have it to claim. And silly ones – wall of shame, who is still on the nude run, talking points. Look at “why I love football” on soccer AM and do something like that but with quality people, not just potter round the squad asking drivel, if you are going to do it 14 times in a season, do it 14 times with quality.

Finally, less for the program, but just as much for the match day experience, I know this is going to sound daft and I am open to criticism on it, but:
I have watched a lot of Leeds United over time and there is one thing they used to do on match days that was just about free to do and went down brilliantly. (Showing my age) When Howard Wilkinson was Manager, he used to do his foreword in the program as all coaches do, but additionally, 20 minutes before Kick Off you used to get a recorded message played out on the PA fans specific- sure you got the usual welcome to today’s visitors, you go the customary who is injured and who was playing but it really brought together the program contents, match day experience and made you feel invested in what they were trying to do. That could be a reflection of the time I watched Leeds being they were successful as well, I appreciate that, but anything that makes you feel more involved in the coach and players thoughts really helps. Yeah, there are the clichéd things like "Honestly away at INSERT LAST AWAY GAME the boys could really hear you chanting, around the hour mark we were struggling and you guys cheering "X or Y specific thing" really helped us out." I know it sounds like a cliché, but making something specific not generic and safe makes people feel valued - simple marketing and management.

There is 10 pence worth, I don’t know a lot about business, management and getting people involved in common goals and helping them feel part of a wider achievement, but I will have a crack at it anyway as an amateur!

I usually get a programme at every game I go to, though I tend to have it nabbed off me by the kids! I think it has certainly improved over the past few years.

My 7 year old lad enjoys reading them (though he doesn't really get it all), especially the stats and the pull out player poster, so a bit more for the youngsters to actually read (maybe a simple interview with a player, some skills/fitness/training/tactics tips from the staff, rules explained?) would be handy. Or how about collector cards of players? A couple of cards per match should cover the squad and would get kids badgering their Dads for a programme!

I think you need a job with the club mate. Some really really good ideas there.

A voucher for a free pint at the bar would do it for me.

I don't have time for charity work, I would manage the instigation of it for a table of 10 in the Aqumen for the penultimate home game of the season, no capital fee!

Forgot to say as well, everything I posted is essentially free - there isn't a single piece of investment required or a piece of technology that we don't already own.

Evolved my match day message idea as well, in that we could play out the audio exclusive on match days - then post it on the site/you tube channel post match as well, show people what they are missing. If you establish brand values and cycles, then you have to stick to them - post match press conf reaction day after a game.
Injury update mid-week on Wednesday and perhaps tease news in the P and C - get them more involved - trail the home game.
Match day - program, good luck messages from Fb and Twitter as we mentioned above.
Have players favourite tweets and all that - free content.
Match day message, after the game online.

Repeat the cycle - add in to that a fortnightly "Widders Wrap up" or whatever we are calling it now and make sure it happens - people will change their behaviour and start seeking out the content - it does work. Everything needs to cycle together and link the channels - that way people who touch one part of it are drawn into the wider part. There is a lot of people on Fb and Tw, so there is bound to be some good stuff and people will tweet and post if they think it could end up in print - double whammy - you are in the program, man points - plus you get more followers etc...... WIN WIN!

There, I am done and off to do my day job now.