No More Joes!

Assistant Academy Director Paul Heffer says he doubts if the club will produce another Joe Cole in the future.

That is not, however, a statement of pessimism from Paul, who is in charge of developing the younger boys at the club. It is simply acknowledgement that, to coin a phrase, when Joe was made the mould was broken.

Joe is currently recuperating after his flight back from the far east following England's World Cup exit, and Paul is as proud as everyone else at the club that he made his debut at football's greatest tournament this summer.

But he says that hoping to find "another" Joe would be almost impossible, and explains: "I always think that Joe is a one off in any case, and I wouldn't like to say particularly that we have got another one like him.

"But there are two or three boys coming through from 16 downwards - and some good prospects in amongst them."

And Paul fervently believes that the very best schoolboy players will continue to be drawn to the club because of its reputation for nurturing young talent.

"Good coaching has always been known at West Ham. Players come through to the first team and don't just sit in the reserves.

"It helps parents to make a decision that a boy might go through to the first team whereas he might not at other clubs.

"It is a selling point for us, as is the fact we are a family club as well with a friendly atmosphere - and the first team manager being there."

He believes, too, that the close interest that Glenn Roeder takes in the youngsters is a vital new ingredient in being able to enhance that reputation, and adds: "At training sessions of an evening he is there, and he is always coming to watch games at Little Heath.

"His involvement with the youth section has been excellent from our point of view. We can go to him and discuss things, and he knows exactly what we are talking about.

"If there is a lad waiting on the sidelines and there is a ball there, he will go and have a kickabout with them.

"The lads and the parents appreciate that. I can't imagine there are too many Premiership managers coming out on a Tuesday night in the wind and the rain, chatting with the boys and the parents, but Glenn does it and that is good from the parents' point of view because they will go away and say 'that's good, the first team manager was there' - it must help us."

As for the first team's achievements last season, he adds: "It has been an excellent year considering the start we had, which wasn't the best for Glenn, but everyone here had faith in him, he had faith in himself - and he has proven a lot of people wrong.

"I am pleased for him, and he has done ever so well to get where he did, seventh in the table - it is a marvellous achievement."