ASHLEY LAYS IT ON THE LINE TO KEEGAN

EXCLUSIVE by ANDY DUNN

NEWCASTLE'S WAY AHEAD

THE mood was polite if hardly convivial. In fact, Mike Ashley and Kevin Keegan sat about as far from each other as it's possible to be on a round table.

They exchanged nods and a couple of glances but, for most of Friday night, Ashley was engrossed in conversation with Gareth Southgate while Keegan spent his time signing autographs and chatting with Newcastle fans.

Then again, billionaire owner and Toon manager had spent most of the day in each other's company with Keegan, it's fair to say, doing far more listening than talking.

So by the time they arrived at a fund-raising event for Sir Bobby Robson's cancer charity, there was nothing else that needed saying.

Keegan was under no illusion as to what was expected — indeed demanded — of him.

Ashley spelt out in no uncertain terms the million-pound madness at Newcastle was over... for good.

A strict blueprint had been set down at the meeting as the Sports Direct chief categorically stressed he will not sanction big-money moves for high-earning, established stars.

Instead, he told his team to scour the world to recruit the best up-and-coming talent.

A Newcastle insider said: "Mike Ashley is convinced there is a better way forward than just splashing the cash.

"That's what the club has always done in the past — and it's got them nowhere. So now there will be a massive shift in the way the club is run.

"There will be no more Michael Owen-style deals. Instead the club will be competing to capture the best youngsters and turn them into big stars.

"Look at what Arsene Wenger has done at Arsenal. He has made them a major force in England and Europe without breaking the bank.

"He's a master at finding undiscovered stars, buying them in cheap and then selling them on years later for huge fees.

"Look at what David Moyes has achieved at Everton. The same goes for Villa and Blackburn. Mike knows we have to be realistic and admit we cannot compete financially with the likes of United and Chelsea.

"Arsenal and Liverpool are also in a different league because they cash in on the Champions League. The top four enjoy first pick of the best players because they offer Champions League action and a chance of silverware.

"So we can't compete financially and we can't compete when it comes to attracting the top stars. But we can beat them in other ways. Look at Wigan and Antonio Valencia. United are said to be ready to pay £14m for him.

"I'm sure we'd like him here, too, but we need to be signing the likes of Valencia early.

"It will be difficult but we are sure if Villa, Everton, Tottenham, Blackburn and even Wigan can do it, so can we."

Our top source added: "When Mike bought the club it was £100m in debt and the wage bill was an incredible £70m out of a turnover of £90m.

"That's because the people here had chased the dream but ended up in a nightmare. As a result it was a failing, fading club on and off the pitch. Newcastle were one of the three or four biggest spenders in the Premier League but never one of the top sides.

"They had the fifth biggest wage bill in the league but did they finish fifth? Nowhere near."

Newcastle broke the British record to lure Alan Shearer for £15m and then splashed out £16m for Michael Owen.

Since arriving from Real Madrid, Owen's £120,000-a-week wages total another £16m.

With just 40 appearances to his name, he has cost £800,000 per match with his 19 goals working out at an incredible £1.7m a strike.

The Toon source added: "No one's blaming Michael but someone has to pick up the tab — and it is a helluva big tab.

"Obafemi Martins cost £7m, Alan Smith £6m and Damien Duff £5m and they are all on more than £50,000 a week. So are Mark Viduka, Nicky Butt, Geremi, Emre and Shay Given.

"So it's a club that's spent big, paid big, acted big but delivered oh so little. Surely no one needs reminding this club hasn't won a thing since 1969!

"Now it is a different story. Mike has a proper, professional business plan and Kevin Keegan is a part of it. But throwing money around irresponsibly is definitely NOT."

"Kevin was given a full briefing of that plan when he was offered the job and he was happy.

"And yes it's fair to say he has been reminded of the way forward on Friday, but in a good meeting where again everyone emerged happy.

"Now we are all going off to put those plans into operation so we can look forward to making real progress next season."

Bristol 2, Crystal Palace 1
Wigan 0 Man Utd 2
Chelsea 1 Bolton 1
Portsmouth 0 Fulham 1
Derby 0 Reading 4
Birmingham 4 B'burn 1
Everton 3 Newcastle 1
West Ham 2 A Villa 2
Tottenham 0 L'pool 2
M'boro 8 Man City 1
Sunderland 0 Arsenal 1
Newcastle 0 Chelsea 2
Liverpool 1 Man City 0
Arsenal 1 Everton 0
Aston Villa 0 Wigan 2
Blackburn 3 Derby 1
Bolton 2 Sunderland 0
Fulham 2 Birmingham 0