THE four new coaches who took control of AFL teams for season 2008 are doing it hard.

Mark Harvey (Fremantle) and Brett Ratten (Carlton) had a taste of the senior job last year when they replaced sacked coaches Chris Connolly and Denis Pagan mid-season. But Dean Bailey (Melbourne) and Matthew Knights (Essendon) have been thrown cold into the deep end.

All have been assistant coaches and would have learnt plenty from those roles.

But until you take over the full responsibilities of senior coach, you have no idea of just how demanding and confronting the position is.

These men now head up multi-million-dollar businesses. They are responsible for the management and performances of 40 players, a coaching panel that can stretch to 10 and off-field staff of 20 or more. They have to report to chief executives, chairmen and boards.

They are expected to build positive relationships with major sponsors and key supporters. At least a dozen requests will arrive each week asking the coach to appear, sign or speak. Letters and emails never stop coming. Some are full of honest advice and questions. A few are full of hate. Parents and managers will want to know why their boy isn't getting what they consider a fair run. The coach will be informed of personal, marital and business problems that his players and staff get involved in.

None of this is the domain of the assistant coach. And, increasingly, the demands of an insatiable football media continue to grow. The coach is now the face of his club and he has to sell hope and explain perceived failure. Everyone wants a piece of him.

So far this season, the four new coaches combined have won just seven of a possible 28 games. So it's good they are all realising sooner than later just what a tough business they have entered.

HOW ROBERT WALLS RATES THE NEW COACHES

MATTHEW KNIGHTS, ESSENDON

A YOUNG, keen coach has introduced a young, fresh coaching staff and the players are embracing the change. The team, too, is younger and will take a couple of years before it starts to realise its potential. Knights puts in plenty of time with his players and they like and respect him for his “roll up the sleeves and get in with the boys” approach. No one is left in any doubts as to where they stand and what is expected.

The game plan is all about attacking and taking risks. Such a bold approach would be welcomed by the players and can be exciting for the fans when it comes off. The downside is that the Bombers will be heavily scored against. Although run and precise foot skills are the coach's main priority, he will have to eventually develop his team's defensive skills. Knights is positive and approachable with the media, but as the losses mount, he must ensure he stays so.

DEAN BAILEY MELBOURNE

SIX losses in a row is a tough initiation for any coach, but Bailey has remained unruffled throughout. You sense the Melbourne players are united and have faith in their new mentor despite the rough start. The coach realises it's a long road ahead and, as such, has shown a willingness to introduce new blood at the expense of old. He is a thinking coach who will value thinking players, so dumb footballers won't last long under his reign.

Much of Melbourne's future game plan will be built around retaining possession, so skills will become a real priority. Players who turn the ball over will be turned over themselves. Educated, articulate and informed, Bailey handles people and the media well. With a firm belief in his values and ideas, the new Melbourne coach will not be shaken or distracted, even if the winloss ratio looks bleak.

BRETT RATTEN, CARLTON

RATTEN is the perfect fit for the Blues in their current situation. They are young, keen and developing, just like the coach. There is no ego or agenda attached here.

He's just a hard-working young man who is encouraging and trying to do the best by his players. Ratten is desperate to develop a positive club spirit at Carlton that for some time went missing. He welcomes the past while he plans for the future.

There is more run, carry and handball in the game plan than there was under Denis Pagan. Senior players are given more say and ownership of the team. Players are also being given more time to settle into positions. The coach makes himself available and impresses all with his openness and honesty.

MARK HARVEY, FREMANTLE

DOING it the hardest of all. The team has seriously underachieved amid doubts as to where it is going and what it stands for.

Too many old, undisciplined, lazy, unfit, uncommitted players. Bottom line is that the coach has to take responsibility for that.

And the coach has to be better organised and authoritative in media situations. Harvey has a testing 15 weeks ahead of him. It could well prove whether he is smart and strong enough to be senior coach.