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The Newcastle manager is not prone to dramatics or grand media pronouncements. Based on his standards, his media briefing following the weekend's loss to West Ham counts as a angry tirade. Newcastle took an early lead but West Ham were ahead by half-time, as well as striking the woodwork and seeing a spot-kick revoked by VAR, leading Howe to execute a triple change at the break.

“That was the frustrating thing about the first half,” the coach stated. “Virtually any player could have been substituted and I think this indicated of where we were in that moment in the game and it's extremely uncommon for me to feel that way. In fact, I don’t think having done so since I’ve been manager of the club, therefore I believed the team needed a significant change at half-time. That’s why I made those decisions.”

Three key players all came off at the interval and the team managed to steady somewhat in the latter period, but never really looking like they might fight back into the game against an opponent that had secured just a single victory of their last nine fixtures. Given the congestion the middle of the standings currently is, with just three points separating the top spots from mid-table, and a nine-point margin between the upper and lower ranks, a sequence of 12 points from 10 games has not left the Magpies adrift but, similarly, they must not end the campaign in thirteenth place.

The Issue of Expectations

The challenge partially is one of public view. In the Saudi Public Investment Fund, Newcastle have the richest owners in the globe. The assumption when the Saudi fund acquired a majority stake of the club in recent years was that it would bring a transformative effect, similar to Roman Abramovich had at Chelsea or the City Group had at Manchester City. The difference is that those two investors took over prior to the advent of FFP rules (while the ongoing charges against Manchester City relate to if they violated those guidelines once they were implemented).

Financial restrictions limit the capacity of proprietors, no matter how wealthy, to spend money on their teams and so in that sense likely might have slowed any Saudi attempt to raise Newcastle to the level of Manchester City. However there is no need for Newcastle’s spending to have been so restrained as it has been; they might have spent more and remained within the threshold – or simply taken a fairly minor Uefa penalty since their big issue is more with the continental than the Premier League rules.

Infrastructure Spending and PSR Rules

Besides which, infrastructure spending is exempted from PSR assessments; the simplest way to raise income to generate additional financial flexibility would be to expand or redevelop the stadium. Given the site of St James’ Park, with protected structures on multiple sides, in reality that likely implies building an completely new stadium. There was talk in spring of potentially undertaking the short move to a local park – resistance from local groups might have been overcome with a promise to create a new park on the current stadium site – but there has been no movement on that proposal. There has occurred substantial cutbacks from the Saudi fund on a range of initiatives as it shifts focus on local investments; the approach to the football club appears completely in keeping with that strategic shift.

Player Sales Saga

The star striker episode was arose from that conflict. A bolder management could have framed his sale as necessary to free up funds for additional spending; rather there was a vain attempt to retain him. This resulted in the team started the campaign amidst a feeling of frustration even with the signings of several new players. The start was mixed: one win in their initial six fixtures.

Yet it appeared a corner had been turned. They had won five in six before the weekend, a run that included convincing wins of Union Saint-Gilloise and Benfica in the European competition. That’s why the display against the Hammers was such a shock. The problem maybe is that Newcastle’s style is very aggressive, very high-octane; a slight drop-off in intensity can have profound consequences. Perhaps the strain of Premier League, European and cup matches, five games in a fortnight, had taken its toll. The German forward featured in each of those matches and appeared particularly fatigued.

The Nature of Modern Football

That’s the reality of today's football. Managers have to be prepared to make changes. Howe has been unfortunate that Wissa’s fitness issue has meant he is short of forward choices but, no matter how reasonable the reasons, Sunday’s performance was inexcusable –particularly following taking the lead at a ground ready to turn on its home team.

The Newcastle boss will wish it was merely a temporary setback, an off-day when all players is off-colour simultaneously, but if the Magpies are to qualify for the Champions League next season, let alone one day launch an genuine title challenge, they must not be as unreliable as they have been.