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The Newcastle manager isn't typically given to dramatics or sweeping public statements. Based on his usual demeanor, his press conference after the weekend's loss to West Ham qualifies as a furious outburst. Newcastle took an early lead but the opposition were ahead by half-time, while also striking the woodwork and having a penalty overturned by VAR, prompting Howe to execute a three substitutions at the break.

“The opening period was particularly irritating,” Howe said. “Virtually any player could have been substituted and I believe this indicated of our performance level at that stage during the match and it’s very, very rare for me to have that impression. Actually, I cannot recall having done so since I’ve been head coach of the club, so I felt the squad needed some shaking up at half-time. That’s why I did what I did.”

Three key players were substituted at half-time and the team did stabilise to an extent in the second half, but never appearing like they might fight back into the contest against an opponent that had secured just a single victory of their last nine fixtures. Given the congestion the middle of the table currently is, with just three points dividing third from 11th, and nine points between second and 17th, a run 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 to an extent is one of perception. In the Saudi Public Investment Fund, Newcastle have the wealthiest backers in the globe. The expectation at the time the Saudi fund bought a majority stake of the team 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 difference is that both of those owners took over before the introduction of financial fair play rules (and the ongoing allegations against Manchester City concern whether they breached those regulations after they were in place).

Financial regulations restrict the capacity of owners, however rich, to spend money on their squads and therefore probably would have hindered every Middle Eastern attempt to raise the team to the level of City. But it wasn't necessary for the club's spending to have been so restrained as it has; they could have invested further and remained within the threshold – or simply taken a relatively meagre Uefa penalty since their big problem is primarily with the continental than the Premier League regulation.

Stadium Investment and Financial Rules

Besides which, stadium development is exempted from Profit and Sustainability calculations; the easiest way to raise income to create more financial flexibility would be to expand or redevelop the stadium. Considering the location of the home ground, with protected structures on two sides, practically that probably means constructing an completely new venue. There was talk in spring of possibly making the nearby relocation to Leazes Park – opposition from community organizations could surely 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 occurred significant retrenchment from the PIF on a variety of projects as it shifts focus on local investments; the approach to Newcastle seems completely in keeping with that change of approach.

The Alexander Isak Situation

The star striker episode was arose from that conflict. A more confident management might have portrayed his transfer as essential to free up funds for additional spending; rather there was a unsuccessful attempt to retain him. This resulted in the team began the season amid a sense of disappointment even with the signings of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The opening was indifferent: one win in their first six fixtures.

Yet it appeared a corner was reached. They secured five in six prior to Sunday, a streak that included convincing wins of a Belgian side and a Portuguese club in the European competition. That’s why the performance against the Hammers was so surprising. The problem perhaps is that Newcastle’s approach is extremely intense, high-energy; a minor decrease in energy can have significant consequences. Maybe the pressure of Premier League, European and Carabao Cup competition, five fixtures in 15 days, had taken its toll. The German forward featured in all five games and appeared especially fatigued.

The Nature of Contemporary Football

This is the reality of today's football. Managers have to be prepared to rotate. Howe has been unlucky that the forward's fitness issue has left him short of forward choices but, regardless of how valid the reasons, Sunday’s performance was unacceptable –especially following scoring first at a stadium primed to turn on its home team.

Howe will hope it was merely a temporary setback, one of those days when everybody is below par at once, but if the Magpies are to qualify for the European competition in the future, not to mention eventually mount an genuine title challenge, they cannot be as inconsistent as this.