Because they have ambition to be better than they are. Because they are set up to be part of the PL. Because they have an excellent stadium with excellent facilities. Because they have excellent staff and players. Because they have consistently shown, over the last decade that they are a club that is worth watching, in terms of playing style and quality, and that they are going places. If we counted every club's substance by how many bits of silverware they have won then we'd run out after a dozen or so teams. After all, one FA Cup, one FL 3rd Division Championship win, and half a dozen SL Championship wins isn't a brilliant return on 126 years is it..? That's Saints, by the way. Are we a nothing club..? Of course not, and neither are Reading FC.
Most clubs will have highs and lows throughout their existence. Back in the 1920's, for example, Huddersfield were the top club, and then they gradually began to sink, almost without trace, at times. They have been coming back for years, but they haven't quite managed it. Reading have been reaching for new heights for several years now. Now they've reached them again. With their new owner they'll probably stay in the PL for the foreseeable future, and I for one will be pleased about that because it means football from the South will get more attention. When Saints join them, I'll be even more pleased.
Why then, if they've such a fantastic set-up and future, have they such poor attendances?
Their away attendance figures are particularly disappointing for such a historic club.