FOOTBALL clubs sometimes blame the media for whipping up transfer speculation, but it is pretty easy to kill off blatant gossip.

Reports surrounding James Beattie could have been ended earlier in the summer if the player himself had simply reiterated he does not want to move from St Mary's.

By not doing so, an impression has been created, rightly or wrongly, that he is not certain of his future and is open to offers.

As sure as night follows day, speculation as well as interest and offers from other clubs was then guaranteed.

And, in the absence of a definite statement from Beattie, it still remains pretty much certain to continue.

It now seems that Saints' valuation for their star striker is closer to £8m than the £6m frequently touted around.

If that is the case, it is hard to see any clubs coming up with an offer which would tempt Saints.

If he does want to leave, it all puts the ball firmly in Beattie's court.

Here, the Daily Echo's Jeremy Wilson considers some of the factors for Beattie and Saints to weigh-up.

Five reasons for Beattie to stay a Saint

FIVE REASONS FOR BEATTIE TO STAY A SAINT:

Ambitions realised

While at Saints, Beattie might have achieved everything he is capable of as a Premiership footballer.

He's not quite good enough to play at a Champions League standard club, but with Saints he has already reached an FA Cup final, played in the UEFA Cup and received an England call-up.

Realistically, can he do much more elsewhere?

Saints still growing

There might have been a dip in form since Christmas, but Saints remain very much a growing club.

The progress since the days of the mid-1990s has been almost constant and relative to other Premiership clubs, Saints are still becoming a bigger force.

Financially they are in good shape, turnover continues to increase and attendances are at an all-time high.

Great times could be around the corner and Beattie can be a part of that.

Kevin Phillips

Beattie's partnership with Kevin Phillips is really starting to blossom.

After struggling a little earlier last season, they duo looked to have clicked towards the end of the campaign.

Both were among the goals and the indication from pre-season is that they can continue where they have left off.

They could be ready to take the Premiership by storm.

Local hero

James Beattie is hugely popular in Southampton.

It seems that he has always loved living in Southampton and he appears to have thrived on being such a big fish in a relatively small pool.

The surrounding area is beautiful and it is hard to believe he would enjoy such a great quality of life elsewhere.

He's our best player

From Saints' point of view, the question of selling their best players is, in the words of manager Paul Sturrock, a 'no-brainer'.

Where else could the club find a replacement of Beattie's quality, even if Aston Villa did meet the reported demands of an £8m fee?

Saints have no financial pressure to sell their players, so why do it?

FIVE REASONS FOR BEATTIE TO QUIT ST MARY'S:

England

Darius Vassell is an England regular. James Beattie isn't, yet he scores considerably more goals.

It might be wrong, it might be unfair, but there remains a reluctance among England managers past and present to pick Saints players.

You can argue all-day about whether they remain a truly 'big' club.

But who can seriously believe that 40 goals in two seasons for Aston Villa would not have guaranteed an international call-up.

New challenge

Beattie has been at Saints now for six years and could benefit from a fresh challenge at this stage of his career.

He has been a very good player for the club, but new surroundings could help him improve as a player and realise his full potential.

David O'Leary is a hugely respected manager and it is just possible Beattie is becoming stale at St Mary's.

More money

It might sound a little mercenary but, in the real world, money does affect most people's choice of employment.

Beattie is certainly well-rewarded at Saints, but he must occasionally cast an envious eye at other strikers who have delivered less goals for higher wages in recent seasons.

A move to Villa Park could see him earn several thousand pounds more per week.

Saints have peaked

The 2002/3 season was fantastic, but there is a view that Saints realised their absolute potential by reaching the FA Cup final and recording their highest Premiership finish. Beattie was part of that but can the club regularly match ambitions he may have of regular European football and silverware?

His contract is running down

From Saints' point of view, Beattie is probably their major asset. They don't want to lose him, but neither do they want him gradually playing out his contract and moving for nothing in two years time.

Even if they wait a year and he still hasn't signed, they will be in a much weaker position than they are now.

Rupert Lowe obviously knows all this, so might well want Beattie to commit his future in the form of a contract extension sooner rather than later, or leave.

After all, Antti Niemi agreed a contract extension last month when he still had three years of his previous deal still to run.