With no club football action to speak of during the summer months, the pressure to fill space goes up a notch.
Where once newspaper pages, TV airtime and radio airwaves could be filled with matches, reports, pre-match build-up, injury news and the occasional managerial sacking, summer comes along and takes all of that away.
All that space still needs to be filled and the bosses and readers/viewers/listeners insist you get a move on in doing so.
In Scotland however, where cricket is viewed with McCarthyite suspicion and gets about as much coverage as the gnat-mating season and has as much interest within the nation as some berk on Facebook boring everyone senseless about his beard, you've got a bit of a task on your hands.
Players and managers are on holiday and mobile phones are often switched off.
And when they do come back for pre-season training, the patter is always the same.
"We've had a good break."
"We're looking forward to the new season."
"We're all buzzing for the new campaign."
"We're looking to bring in some new faces" .... What a minute? What did he just say there?
Yes, new signings.... here lies your salvation in terms of filling column inches (as I'm doing now before some wag points out the bleedin' obvious) and having something to say into the microphone come the 6pm news.
With the implementation of the transfer window (remember when you could sign a player at any old time in a football season?) the volume of deals done in a framed period of time is huge.
It's a two-way street of course.
While those in the sporting media can get the copy needed for print and broadcast, the players - and those respectable pillars of society, football agents - can make their availability known to other clubs.
Now this is where it gets silly.
The aforementioned agents like to have a bit of fun in the summer transfer window.
Call up an agent to see if any of his players (he'll say they're 'clients' but the term makes the footballer sound like a useful dribbler from certain saunas in Leith) might be 'on the move' and chances are you'll get this:
"Oh yeah he's got lots of offers on the table."
"Then again, we're exploring the possibility of a new contract at his club."
"Certain people at his club are forcing him out."
"Who do you work for again? 'The Tumbleweed Times'? Yeah he's always wanted to play for Tumbleweed United."
Voila. You can put to print or even go live on air to announce:
"Posing overpaid ponce wants dream Tumbleweed move."
Said player may well indeed fancy a move to a particular club.
But don't be too surprised when a rival publication... say, 'The Inane Chatter on Sunday'... has this days later:
"Chatters in for mercenary little git"
Poking fun aside, there are some agents who do level with you and give a story about one of their players which turns out to be bang on the mark.
But there are those who play clubs and media outlets off one another in order to try and get 'the best deal possible' for their man - lest we forget the agent's 20 per cent.
Not to mention ones who have on their list, 'the player that no one has heard of'.
Hearts fans will immediately be wincing at this one.
Because during the Romanov era, Jambos fans had the pleasure of seeing these charlatans pass through the doors at Tynecastle.
Vladimir Romanov famously railed against agents yet he still had this knack of being hoodwinked by them.
Mirsad Beslija is Hearts' record signing and many fans wish he wasn't.
When he first appeared on the radar lines such as "the Bosnian bullet", "fastest winger in Europe", the "wing maestro that no defender can catch" came flying out of the blocks.
It worked. Members of a Hearts fan forum swallowed the hype lock, stock and barrel by proclaiming him to be one of the greatest signings ever - even though none had seen him play.
Very creative chap was his agent.
Even had Vlad fooled. "I know this player well and he will be a great signing for us."
Then he signed.
Then we saw him play.
And he was rubbish.
Throw in "Austrian assassin" David Witteveen (not even good enough for Sunday League said former Hearts captain Michael Stewart after seeing him train for the first time) and "the new George Weah" Jonathan Toto (so good he even flopped at Morton) and you get the general idea that someone out there was enjoying his 20 per cent.
So you can expect more of this until the window shuts come the start of September.
And managers can expect a number of phonecalls when they'll have to deny any interest in a player - some of which they'd never even heard of until you told them.
Years ago when covering the Middlesbrough Football Club beat for a North-east of England Sunday title I was once with, I would see then manager Tony Mowbray at the training ground and he'd say:
"Go on... tell me who we've been linked with this week."
And most of the time, the agent's claim rarely checked out.
But given the lack of on-field action during the summer, space in print, TV and radio must be filled just in case one line from an agent turns out to be true.
And that happens when a player finally signs on the dotted line and will pose in your club's strip.
At least until his agent can find someone else to pay him a bigger wage a year or so later.