Football programmes have a reputation for being full of bland, short-sighted, politically correct fodder aimed only at die-hard fans who'll swallow any old drivel.
But, as far as Birmingham City manager Steve Bruce is concerned, they can also be huge causes of motivation.
Bruce revealed that the spark which lit the blue touch paper on Blues' fifth league win in six matches was a comment in Burnley's matchday programme — a bulletin in the past graced by the greatest spin doctor of them all, Alistair Campbell.
"What really riled me was somebody writing in the programme about a hint that we have a soft underbelly," said Bruce. "If ever I needed a team talk it was done for me.
"When you look at players like Stephen Clemence, Fabrice Muamba, Mehdi Nafti and the two full backs, if they've got a soft underbelly, then I must be watching a different side."
Bruce also paid tribute to DJ Campbell who came off the bench to score with his first touch.
"To run on and score inside ten seconds was unbelievable," Bruce said. "At the start of the season everybody was questioning why I was playing him when we'd spent #3 million on Cameron Jerome but DJ hit two hat-tricks in pre-season and got the nod.
"Then unfortunately he got a knock and he's had to sit out the last month and he's not happy about it, but his time came today because Cameron Jerome was ill before the game. He's taken it and now he's given me something serious to think about."
After going level on points at the top with Dave Jones' faltering Cardiff City and Preston North End, Bruce is now hoping that Wednesday's trip to Southampton provides a better game.
"This was never going to be a classic because of the wind, cold and bobbly pitch," he said. "We had the worst possible start, going a goal down in three minutes but after that we showed what it takes.
"Defensively we were sloppy. The defenders, who have had lots of pats on the back recently, weren't out there for 15 minutes and it gave Burnley a lifeline. But, after that I thought we were very comfortable and we were rarely troubled apart from the one chance that Clem cleared off the line in the last couple of minutes.
"I thought it was in but Clem has got a great clearance in."
