While Essendon ($721,517) and Richmond ($1.3 million) and power clubs Hawthorn ($3.4 million) and Collingwood ($2 million) have recently announced substantial profits, it's estimated half of the 18 clubs will be in the red by the time the reporting season is over.

"It's tough out there, people are not spending," one club boss said.

Geelong, despite another finals run, are  set to post a six-figure loss, their  first in 15 years, prompting the club to make a number of staff changes, while St Kilda have  announced a $2 million loss, despite cutting spending by more than $460,000 this year. Carlton have  flagged a loss of about $500,000.

Increasing club expenses mandated by the AFL, such as iPhone apps, will also be a point of debate at the meeting on the Gold Coast, with clubs arguing these costs are hurting their bottom line.

Rising debt levels have emerged as a concern of some club chiefs, with Melbourne-based clubs having a combined total of about $30 million.

Essendon have  said repaying the $5 million debt remaining on their Tullamarine training base will be delayed for up to three years because of the costs linked to the anti-doping investigation.

Some clubs admit the new football-department and revenue taxes - to be introduced next season - will help contract expanding costs, but others point to Collingwood's "godfather" offer that  lured football department chief Neil Balme from Geelong as a sign the power clubs will continue to hold sway.

Club chiefs fear unless revenues increase and costs are controlled they will have little choice but to ask the AFL for a greater handout as part of its equalisation program.

Many are hoping for a substantial rise in the value of the next broadcast rights deal, and therefore club distributions, with figures of between $1.6 billion and $2 billion mooted if the AFL settles for a five-year deal. However, Channel Nine chief David Gyngell maintains the rights are over-priced.

The much-publicised plans to improve the match-day experiences for supporters will also be discussed, with clubs hopeful a return to more of a tribal warfare atmosphere at games will boost attendances - and the bottom line - after the criticisms that last season's television-focused fixture generated.

Clubs will also hear from AFL operations chief Mark Evans about the changes to the penalty system used by the match review panel. Evans ran through the changes at last week's meeting with the AFL Commission.

It's understood debate over the illicit drugs policy is not on the agenda. Magpies chief executive Gary Pert had wanted any issues around illicit drugs to be an annual discussion point on the eve of the draft.

Pert used the corresponding meeting two years ago to declare some players were guilty of "volcanic behaviour" in the off-season. This led to a tightening of the policy.

AFL chiefs will also meet with senior coaches. How best to improve the spectacle of the game is set to be one agenda item, while coaches are still keen on the introduction of a mid-season draft.

McLachlan discussed in a mid-year meeting with coaches the best ways to ensure the game remained "exciting" amid public and commentator criticism at the time of indirect play and rolling mauls. The average number of goals per game slipped to its lowest level this season since Champion Data began gathering statistics in 2000.