KEITH McKay, co-editor of the Millwall fanzine No One Likes Us, give the fans' view

MILLWALL'S new advertising campaign promoting the Home of Real Football really couldn't have launched at a worse time.

Those unfortunate enough to have spent 90 minutes at The Den on Saturday saw everything but passion and talent and were instead left to assess whether 20-odd quid was a sound investment for a Saturday afternoon's entertainment.

If this is what the ad-men call real football then the game really is in terminal decline.

It's no exaggeration to say the most entertaining aspect of the afternoon was the stadium PA announcing the substitution of a Blackpool centre half, "Number 5 Jackson".

Cue a chorus of high-pitched voices from the stands.

It was funny if you were there, honest.

In a week which saw rivals West Ham clinch two world-class South American superstars in Tevez and Mascherano, Millwall's deadline day swoop was for a player named Trotter.

Naturally his arrival into the game on 72 minutes wasn't without comment from the Den faithful with a round of Del-Boy impressions and a "Come on Dave" breaking the monotony.

Never let it be known Lions fans don't have a sense of humour.

In between these moments of comical madness we were left to draw parallels with the rubbish littering the pitch and the men in blue shirts who at times appeared as involved in the game as the remnants of a balti pie container or an empty crisp packet.

At least one of these made it into the goal during the game, more than can be said of Millwall's toothless strikeforce.McInnes huffed and puffed without real effect but was doubtless hampered by Marvin Elliott whose inept midfield performance suggests his mind is either elsewhere or his confidence is rock bottom.

To give credit where it's due most of the back line did their job well with Shaw rolling back the years with an inspiring performance alongside Robinson and Senda.

Unfortunately their good work was undone by another woeful performance from Zak Whitbread at left back.

He appeared to have a couple of Toblerone bars attached to each foot, such was the dire nature of his passing.

Blackpool were awful, possibly the worst side to visit The Den since Leigh RMI in 2001.

If ever Millwall were to get a convincing win under their belt then it was Saturday but instead we were left reflecting on a wasted opportunity.

It's early days of course and Nigel Spackman still needs time to assemble his side into a cohesive unit but many more of these performances and supporters will soon be taking legal action against the club under the Trade Descriptions Act.