Werz wants to bring FIFA closer to media

Andreas Werz seems to be the driving force as FIFA, the governing body of the world's most popular game, is moving to make itself more media savvy.

Werz, who took over as the Editor-in-Chief of FIFA Magazine four-and-a-half years ago, soon felt the need for a monthly publication through which followers of the game can get an 'inside' look at the way the game is being governed, what's happenningas well as news and juice from all over.

"Many Confederations of the game and even National Federations like that of Spain and Germany have a monthly magazine and FIFA needed a monthly magazine," said Andreas, speaking to Gulf News.

"Starting in January, FIFA Magazine will hit the stands in Britain and at a little less than three pounds will be out in the open market," said Andreas, who is here as FIFA's Head Media Officer.

"We have taken it up as a project confined it to Britain only and if we succeed, we will spread to other parts of the world," he said, quickly adding that the move was not an economical issue. "

"It is more to do with the image of FIFA. While the current 'Inside' will be part of the 80-plus page monthly, it will feature more background stories, features and comments by coaches and players and top writers," he said. "In fact, since we have 15 official partners for the 2006 World Cup, we will also be restrictive in the products we advertise in the magazine," he said.

"Almost all the top players and coaches come in and out of the FIFA House and this is a big advantage to us. As football gets bigger- it is already the world's most popular game- we can cater to the diverse and growing number of followers," the Swiss official added.

Another recent move, the introduction of news, reports and features on FIFA.COM has become very effective. FIFA's own group of reporters cover the big tournaments on for the websiter.

"Fifa.com is sort of different in style and the kind of stories put out. It caters to the minute-by-minute developments in various parts of the world in the game," Andreas said. "Our aim (Fifa Magazine's) is not to compete with Fifa.com which has in the recent past recorded a high number of hits. We are averaging around 25,000 hits daily for the current World Youth Championship," Andreas added.