Middlesbrough chief Keith Lamb insists there's no concerns within the club over sluggish season ticket sales.
"The season ticket situation doesn't concern me at all," Lamb told the Evening Gazette. "The onus is on the club to produce a product that people want to come and watch.
"In actual fact we are better off filling the ground on a match day with non-season ticket holders. It is financially better for us because they don't get the season ticket discount.
"Of course we want to satisfy the demand for season tickets and get the figure as high as we possibly can.
"But there is an upside to not having the place full of season ticket holders, that is you get new fans in every weekend."
Lamb stressed that Gareth Southgate was working hard to make Boro a more attractive and exciting team to watch this term.
He said: "Gareth is very much conscious of the process of change that he has been trying to influence over the last 12 months.
"Last year his hands were a little bit tied by the squad he inherited but I think everybody would agree that our style and attitude and approach to games changed last year under Gareth's influence.
"Some of our results at the Riverside were particularly good, in particular those that involved our games against the top sides.
"That process is continuing, it's been evident by the players that Gareth has tried to sign and has been successful in signing and he is determined to put a product and team on the field that is going to excite the fans.
"If we excite the fans and make it enjoyable to watch they will come back.
"I'm relaxed about attendances, I'm more concerned about us winning football matches."