The Magpies have struggled to land their top targets but have already shown that should not matter
Football content editor for Chronicle Live, Sunderland Live, Gazette Live, Leeds Live, Yorkshire Live and Hull Live. A North East native, he has been working in sports journalism since 1995. Stuart has worked on the Sunday Sun, Chronicle and the Journal since move from the Gateshead Post in 1999.
Newcastle United head coach Eddie Howe and performance directorJames Bunce
Newcastle United head coach Eddie Howe and performance directorJames Bunce
(Image: Newcastle United via Getty Images)
Bruno Guimaraes, Sven Botman, Sandro Tonali, Alexander Isak. Even Tino Livramento and Lewis Hall. Now you can add Anthony Elanga.
In fact, with the exception of perhaps Anthony Gordon, can you name a Newcastle United signing since the Saudi-backed takeover which the Magpies pulled off in the face of competition from Premier League rivals?
Chelsea had been keen on taking Gordon from Everton, but Newcastle ensured he headed for Tyneside in January 2023. Otherwise, all of the big-name deals United have pulled off in the last four years have been relatively under the radar.
That is not a slight on the club - far from it. In fact we should be celebrating the fact they managed to land players of the calibre of Isak, Tonali and Bruno right under the noses of the so-called Premier League bix six.
AC Milan wanted Botman, but when it comes to English rivals, none were really linked to anyone in the top end of the Prem, even if Bruno was supposedly on Arsenal's wishlist.
This summer transfer window felt different, or at least it did a few months ago.
However, what has happened since has underlined the fact that Newcastle must be more astute when it comes to identifying targets.
Benjamin Sesko's decision to join Manchester United over the Magpies is just the latest in a long line of snubs over the last three months that started with Liam Delap and Bryan Mbeumo.
But United should have known this. Back in the January winter of 2022, few could argue they were attractive proposition for players, embroiled in a relegation scrap and with European football a distant dream.
That Eddie Howe and Co were able to transform that side into Champions League material in barely 18 months is incredible, but it owed much to some top-class recruitment.
However, it seems like it's going to take more than two top-five finishes and a Carabao Cup to persuade the elite that Newcastle is a better option than Man United, Chelsea etc.
This is where the scouting department must come into their own. Howe has a proven record of improving players once they're through the door - Isak, for example, has doubled in value - and while we would all love to see transfer records smashed and big-name players arrive, the reality is that Newcastle must still operate on the second level.
The ceiling is a very hard one to smash through, thanks in no small part for FFP and PSR, and Newcastle are not there yet.
Their pursuit of AC Milan defender Malick Thiaw could be the first indication that the focus has switched. Milan may not want to sell, but it appears there is only Newcastle at the table.
Only consistent Champions League qualification and trophies will change the mindset from outside of Tyneside, but we should take encouragement from the fact they are doing just that without being able challenge the elite for the biggest names.
If it's a bitter pill for fans to swallow then it's one the club must get to grips with before they find themselves scrambling for emergency deals in the last throes of the window.