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The Newcastle manager isn't typically prone to dramatics or sweeping media pronouncements. So by his standards, his media briefing after the weekend's loss to West Ham qualifies as a furious outburst. His side took an early lead but the opposition were ahead by half-time, as well as striking the woodwork and seeing a spot-kick revoked by VAR, leading Howe to make a triple change at the break.

“The opening period was particularly irritating,” the coach said. “I almost could have taken anyone off and I think this indicated of where we were at that stage in the game and it's extremely uncommon for me to have that impression. Actually, I don’t think having done so since I’ve been manager of the club, therefore I believed the squad required some shaking up at the break. That’s why I did those decisions.”

Anthony Gordon, Nick Woltemade and Emil Krafth were substituted at the interval and the team did stabilise somewhat in the latter period, without ever appearing like they might get back into the game against a side that had won only one of their last nine league matches. Considering how packed the middle of the standings currently is, with a mere three-point gap dividing the top spots from mid-table, and nine points between second and 17th, a run of 12 points from 10 games has not placed Newcastle stranded but, similarly, they cannot finish the season in thirteenth place.

The Issue of Perception

The challenge to an extent is one of public view. With the Saudi PIF, Newcastle possess the richest owners in the globe. The assumption at the time the Saudi fund acquired 80% of the club in recent years was that it would have a game-changing impact, as the former Chelsea owner had at Chelsea or the City Group did at the Etihad. The distinction is that both of those owners took over prior to the advent of financial fair play rules (and the ongoing charges against Manchester City relate to whether they breached those guidelines after they were implemented).

Financial regulations limit the capacity of proprietors, no matter how wealthy, to invest funds on their squads and so in that sense likely would have slowed any Middle Eastern attempt to raise the team to the level of City. However it wasn't necessary for the club's spending to have been so restrained as it has; they might have spent more and stayed inside the threshold – or just accepted a relatively meagre European fine since their major problem is primarily with the continental than the Premier League regulation.

Stadium Investment and Financial Regulations

Besides which, infrastructure spending is excluded from PSR calculations; the easiest way to raise income to create additional financial headroom would be to expand or renovate the stadium. Given the site of the home ground, with listed buildings on multiple sides, in reality that likely means building an entirely new venue. There was talk in spring of possibly making the nearby relocation to a local park – resistance from local groups might have been overcome with a commitment to create a replacement green space on the existing ground location – but there has been any progress on that plan. There has occurred substantial cutbacks from the Saudi fund on a variety of projects as it shifts focus on local investments; the attitude to Newcastle seems entirely in keeping with that change of approach.

Player Sales Situation

The star striker saga was born of that tension. A bolder leadership could have portrayed his sale as essential to free up funds for further investment; rather there was a vain attempt to keep him. This resulted in the team began the season amidst a sense of frustration even with the acquisitions of several new players. The opening was mixed: one win in their initial six games.

But it seemed a corner had been turned. They secured five in six prior to the weekend, a streak that included convincing wins of Union Saint-Gilloise and Benfica in the Champions League. That’s why the display against the Hammers was such a shock. The problem perhaps is that Newcastle’s style is extremely intense, very high-octane; a minor decrease in energy can have significant consequences. Maybe the pressure of domestic, Champions League and cup competition, five fixtures in 15 days, had taken its toll. The German forward featured in each of those matches and appeared particularly weary.

Reality of Modern Soccer

That’s the nature of modern the sport. Coaches must be prepared to rotate. The manager has been unfortunate that Wissa’s fitness issue has left him short of attacking options but, regardless of how reasonable the reasons, the weekend's performance was unacceptable –especially after taking the lead at a ground ready to criticize its home team.

Howe will wish it was just a blip, an off-day when everybody is off-colour simultaneously, but if Newcastle are to qualify for the Champions League next season, not to mention eventually launch an actual title challenge, they must not be as unreliable as this.