I don't think he did. Can you find any evidence of him saying that?
I disticntly remember Bloom saying that at the pre-season fans forum.
He didn't.
http://www.theargus.co.uk/sport/10589607.Bloom_wants_Albion_to_be_challenging_again/
Bloom told fans at a forum at The Amex last night: "We aim to get to the Premiership. It's a very competitive division as we know and every season at the start of the season we've got to try and have the squad we think is capable of promotion. I certainly think this season we have that.
"You can get a few bad injuries, a few bad games, we can be just outside the play-offs, we could get a bit of luck and finish in the top two, but I think if we finish in the top six we've got to be happy and if we are in the play-offs again hopefully we'll get a bit of luck.
"But it's very difficult to say. Outside the play-offs we're not going to be happy but at the end of the day we try to be competitive so that we have a reasonable chance of promotion every season we are in the Championship."
"You can get a few bad injuries, a few bad games, we can be just outside the play-offs, we could get a bit of luck and finish in the top two, but I think if we finish in the top six we've got to be happy and if we are in the play-offs again hopefully we'll get a bit of luck.
"But it's very difficult to say. Outside the play-offs we're not going to be happy but at the end of the day we try to be competitive so that we have a reasonable chance of promotion every season we are in the Championship."
Essentially, it sounds to me that his aim is to have a club that will always be challenging for a top 6 spot. We have that, so while he won't be happy that we failed to reach the top six, just because you're not happy, doesn't mean you are sad or upset. I imagine he will be satisfied we were/are challenging for it with only two games left.
For me the failure of this season is a failure to entertain me. Points, league position, etc, that's all perfectly fine. I just haven't enjoyed the football.