THE outrageous genius of Paolo Di Canio and Geordie cheek of Don Hutchison destroyed Newcastle's unbeaten run as the Magpies' London hoodoo continued to haunt them.

Bobby Robson's men, who hadn't lost in 13 games in all competitions stretching back to last season, more than met their match in a West Ham side who made a nonsense of their own recent form.

Newcastle have now failed to win in the capital in 26 visits and the sorry sequence never looked like coming to an end at Upton Park, where the Hammers hauled themselves off the bottom of the Premiership with their first win of the season.

Self-confessed Newcastle fan Hutchison, making his return home debut for the Hammers following his club record £5m move from Sunderland, headed his side in front after 18 minutes and played an impudent role in their third scored by Frederic Kanoute.

But controversial Italian striker Di Canio was the star of the show and crowned a sublime display with a superb 53rd-minute finish.

Di Canio also helped to set up Kanoute's killer goal eight minutes from time when he delivered a devilish back-heel as Hutchison cunningly nudged Newcastle's Robert Lee aside to open the way for Kanoute to fire home.

Hutchison then forced a fine late save from Shay Given with a back-header as the Hammers revelled in their superiority.

Manager Glenn Roeder had issued a pre-match call for skipper Di Canio to make his actions speak louder than his words.

Di Canio, the only West Ham player to score in open play this season before yesterday's game, and missing from the previous two matches through injury, had questioned the commitment of his teammates following their dismal start to the campaign.

Kanoute was also fit to return, but midfield inspiration Joe Cole was the latest Hammer to fall victim to the Upton Park injury jinx.

Newcastle midfielder Lee lined up to face his boyhood heroes after making a rapid recovery from the blow to the kidneys he sustained in a challenge with Roy Keane in the 4-3 triumph over Manchester United eight days earlier.

Di Canio's talkative nature was soon in evidence when Robbie Elliott received a ticking-off from the Hammers' captain after failing to convince referee Dermot Gallagher that he should have won a third-minute penalty for a challenge by Christian Dailly, which sent the Newcastle left-back sprawling.

But Di Canio took his manager's advice on board in the 11th minute when he whipped in a teasing left-wing ball which Michael Carrick somehow failed to convert from close-range.

Hutchison, however, showed his fellow Geordie how it should be done when he angled home a header from debutant Laurent Courtois' right-wing centre.

Trevor Sinclair, the subject of a £6m summer enquiry from the Magpies which sparked a public row between Robson and Roeder, was unlucky not to extend the home side's lead in the 22nd minute when Nikos Dabizas blocked the winger's goal-bound effort.

Craig Bellamy, Newcastle's leading scorer with five goals this season, should have added to his tally in the 25th minute when he was sent clear only to see his finish deflected over.

But it would have been hard on the Hammers, who continued to force the pace in an open and entertaining encounter.

Czech defender Tomas Repka ought to have marked his home debut by doubling West Ham's lead on the half-hour, but was left holding his head in his hands in disbelief when he knocked the ball over from point-blank range on the end of Di Canio's left-wing corner.

Given then came to Newcastle's rescue, beating out Kanoute's shot, before Di Canio hooked the rebound wide.

Sinclair fired narrowly wide of the angle three minutes before the end of a half in which West Ham's former Newcastle keeper Shaka Hislop had rarely been tested.

Newcastle couldn't stem the claret and blue tide and they were relieved only two minutes into the second period when Di Canio and Courtois both miskicked from Kanoute's clever drag-back.

But Di Canio wouldn't be denied and utilised all his guile and flair to outwit the recalled Warren Barton and beat Given with a delightful angled shot which went in off the far post.

Newcastle's misery mounted when Clarence Acuna's header was nodded off the line by Courtois in the 57th minute.

But it needed a goalmouth block by Shearer, of all people, to stop Carrick scoring against his home-town club when he unleashed a ferocious volley on the end of Di Canio's corner.

And Given brought off a breathtaking, one-handed save from Kanoute in the 73rd minute as West Ham swamped the visitors.

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