THE conclusion of Flemington’s Melbourne Cup Carnival signals racing’s hibernation from mainstream media coverage. Neither good nor bad, this is the reality as more sports develop innovative ways to market their own brand of ‘entertainment’.

Netball’s ‘Fast5’ promotion springs to mind. Flemington’s four days, bookended by Caulfield, Moonee Valley and today’s Sandown meeting are for most, their racing dose for the year. One of racing’s great challenges is to cultivate that interest outside of this high-season.