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The Newcastle manager isn't typically prone to histrionics or grand media statements. Based on his usual demeanor, his press conference following the weekend's 3-1 defeat counts as a angry tirade. His side took an early lead but West Ham took the lead by half-time, as well as striking the woodwork and seeing a spot-kick revoked by VAR, prompting Howe to execute a triple change at the break.

“That was the frustrating thing about the first half,” the coach said. “Virtually any player could have been substituted and I believe this indicated of our performance level in that moment in the game and it's extremely uncommon for me to have that impression. Actually, I cannot recall having done so during my tenure as head coach of the club, so I felt the squad required a significant change at the break. That’s why I did those decisions.”

Anthony Gordon, Nick Woltemade and Emil Krafth all came off at half-time and the team did stabilise to an extent in the second half, but never really looking like they could get back into the contest against a side that had secured just a single victory of their previous nine league matches. Considering how packed the centre of the standings is, with a mere three-point gap dividing third from 11th, and a nine-point margin between second and 17th, a sequence of twelve points from 10 games has not left Newcastle adrift but, equally, they cannot end the campaign in thirteenth place.

The Issue of Expectations

The problem to an extent is one of perception. In the Saudi Public Investment Fund, the club possess the richest backers in the world. The expectation when the PIF acquired 80% of the club in recent years was that it would bring a game-changing impact, similar to Roman Abramovich had at Chelsea or Sheikh Mansour had at Manchester City. The difference is that both of those investors assumed control prior to the advent of financial fair play rules (while the current charges against City relate to if they violated those guidelines after they were implemented).

Financial restrictions limit the capacity of owners, no matter how wealthy, to invest funds on their teams and therefore likely might have slowed every Saudi attempt to raise the team to the level of City. However it wasn't necessary for Newcastle’s spending to have been so restrained as it has; they could have spent more and remained within the threshold – or just accepted a relatively meagre European fine given their major issue is more with the continental than the Premier League regulation.

Stadium Spending and Financial Regulations

Additionally, infrastructure spending is exempted from Profit and Sustainability calculations; the easiest way to increase revenue to generate additional financial headroom would be to extend or redevelop the stadium. Considering the location of St James’ Park, with listed buildings on multiple sides, in reality that probably means building an completely new stadium. Rumors circulated in March of possibly undertaking the short move to Leazes Park – resistance from community organizations might have been surmounted with a commitment to build a new park on the existing stadium site – but there has not been no movement on that proposal. There has been significant cutbacks from the PIF on a variety of initiatives as it shifts focus on domestic affairs; the approach to Newcastle seems entirely in keeping with that strategic shift.

The Alexander Isak Saga

The star striker saga was arose from that conflict. A more confident leadership might have portrayed his sale as necessary to release funds for further investment; instead there was a unsuccessful effort to retain him. That meant the team began the season amid a feeling of disappointment even with the acquisitions of several new players. The opening was indifferent: one win in their first six fixtures.

But it appeared a corner was reached. They had won five victories in six matches prior to the weekend, a run that included convincing wins of a Belgian side and Benfica in the European competition. That’s why the display against the Hammers was so surprising. The problem maybe is that Newcastle’s approach is very aggressive, very high-octane; a slight drop-off in intensity can have profound effects. Maybe the pressure of domestic, Champions League and Carabao Cup matches, five fixtures in 15 days, had got to them. The German forward featured in all five matches and appeared especially weary.

Reality of Contemporary Football

That’s the reality of today's the sport. Coaches must be prepared to rotate. The manager has been unfortunate that Wissa’s injury has meant he is lacking forward choices but, no matter how valid the explanations, the weekend's showing was unacceptable –particularly after taking the lead at a stadium ready to turn on its own side.

The Newcastle boss will wish it was just a blip, an off-day when everybody is off-colour simultaneously, but if the Magpies are to qualify for the European competition in the future, let alone eventually launch an genuine title challenge, they must not be as inconsistent as they have been.