The Premier League high-flyers rise to third and condemn the Royals to the bottom as Chelsea loanee Romelu Lukaku puts Brian McDermott's team to the sword
The result leaves Brian McDermott’s side still waiting for its first win of the season since its return to the Premier League, while Steve Clarke’s impressive start in his debut season in charge at the Hawthorns continues to gather momentum.
The deadlock could have been broken when James Morrison, who was the main orchestrator of chances for the Midlanders, interplayed with Zoltan Gera inside the box but ended up skewing his effort wide on 28 minutes.
The Scotland international, who pulled the strings all afternoon, hit a 30-yard drive to force a brilliant save from keeper Alex McCarthy after volleying towards the bottom left corner after Alex Pearce headed clear Chris Brunt's cross
The Baggies could have taken the lead a minute before halftime when Jonas Olsson was unlucky with a header that struck the crossbar following a Chris Brunt cross as the home side looked worthy of the lead at the break.
Morrison was replaced by former Reading striker Shane Long on 65 minutes, who plied his trade at the Madeski Stadium for six seasons.
Long headed the ball in the area into the path of his strike partner Lukaku, who slammed the ball through a crowd of players on 71 minutes to give the Baggies a well deserved lead, despite squandering a number of chances.
The result leaves Reading languishing at the bottom of the Premier League table as it continues to search for that first elusive win, while West Brom continues to soar under its new manager and sits in third place, just three points behind leader Chelsea.