Malcolm Macdonald wants the Toon to shut the door on their former centre-forward.
Macdonald told the Daily Star Sunday: "No. Never. It just doesn't work going back a second time. Once you have divorced your missus you don't go back and marry her."
He added: "West Ham is the place for him. Big Sam knows the lad and he'll welcome him at a different club. It can work when you meet up again with an old manager.
"Look at Brian Clough. He selected certain players who had been with him at Derby and took them to Nottingham Forest. Same boss, new club."