NEWCASTLE missed a huge opportunity in the summer.
Having punched above their weight last season and almost made it into the top four, this was the time to spend.
The club was up and running again after so many years mired in uncertainty.
There was once again a feel-good factor and even Mike Ashley was enjoying it.
But he needed to put his hand in his pocket and strengthen with two or three quality players.
The best time to buy is when you are in a position of strength.
Just look what Manchester United, Manchester City and Chelsea did this summer, even if City couldn't get their main targets.
I know Newcastle do not have the spending power of those three, but they most certainly could have found the cash to significantly strengthen that squad.
It's up to Ashley how much he spends — but just look at what Spurs did.
They pipped Newcastle to fourth place and went out and spent £57million on six players. Newcastle spent £8.1m on three and got a fourth in on a free.
Nowadays in the Premier League you need to spend £15m just to stand still.
Newcastle needed to move forward again, particularly with the demands of the Europa League factored into the equation.
They should be knocking on the door of the top four and occasionally getting in it.
Sadly the momentum built up by Alan Pardew last season has been lost and Saturday was a stark example of that.
When Manchester City came to St James' in the penultimate game last season a real battle ensued.
It was a fantastic, tight game between two teams playing at their peaks. Saturday was a demolition in the first half.
Credit to Newcastle as they rallied in the second half and could have drawn level, but I still felt City had more to give.
The gulf in class was there for all to see.
No side in the Premier League outside of Manchester United could have lived with City on their first-half form, but Newcastle looked a shadow of the team that played them last May.
Last year when Newcastle had the ball there were options all around. Now, because they are struggling, options are limited. Players are hiding. It is easy to play well when everything is going for you. The real test comes in times of trouble.
That is when you find out who are your really good players and characters and this year there are not enough.
Nothing is coming from Jonas Gutierrez, Cheick Tiote just keeps getting booked, Mike Williamson and Fabricio Coloccini are struggling at the back.
Demba Ba is having a good season up front, but Papiss Cisse clearly hates playing wide rather than being down the middle.
Newcastle have now lost six of their last seven league games and face a huge home clash against a resurgent QPR who have just won their first game. After that it is a trip to Old Trafford.
Come Boxing Day evening they could be staring at a relegation fight like their near neighbours.
Last week's column suggesting Sunderland could go down clearly touched a nerve, not only with manager Martin O'Neill but with plenty of their fans.
I understand even the United fans had a chant about it with my name on Saturday.
While Sunderland rallied by beating Reading in midweek, they were poor again in the first half at Old Trafford so I don't have any regrets about what I said.
But I hope they can see I'm not blind to what is going on at St James' right now and it is starting to look equally worrying.
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