Sunderland slumped to a miserable 2-0 defeat and have now scored just two goals in their opening seven Premiership games this season.
"We were poor - second best all over the pitch," Reid said.
"It was a derby game. You ask for desire to win tackles and try and create things. It disappointed me we never got any of those things.
"I like footballers and always try to protect my players, but I can't protect them after that.
"It was such a big game for our supporters and we let everyone down - it was sad.
"We've lost the last three games and we've looked really weak. I've just told the players we're too easy to roll over.
"Alan Shearer won the first tackle of the game and it went on like that. Newcastle have been to Kiev and were supposed to be tired - but there was only one team tired out there and it wasn't them."