I certainly don't think the lack of paper talk about us is a bad thing. Maybe the Beckham freakshow is even a welcome distraction from us being linked to 9 out of 10 players in the world who have played in the last 40 years. It seems that our major signings have taken place recently without much notice ahead of time. Keane, Defoe, Pavlyuchenko, Van der vaart, Palacios, etc. all seemed to happen with only a few days of serious speculation in the papers. My memory isn't fantastic and I may be wrong on the Keane one there, but I don't remember being seriously linked with even him until a day or two within him coming back.
Imagine if we sign Suarez in a few weeks and you don't hear about it until the day of. I'd call that the right way to go about it. It has been said other than what HR said recently though that the emphasis is on moving along players this window rather than signing them. If we manage to sell some of the players we all know need to move on in this window and don't sign anyone else I'd consider that a success.