Shrimpers heap woe on Bantams
Bradford suffered a 4-0 hammering at Southend as the Bantams were left still looking for their first win at Roots Hall after 14 attempts.
The Blues took the lead in the 29th minute when Barry Corr placed his penalty into the corner of the net, despite City keeper Jon McLaughlin guessing the right way, after Luke O'Brien had brought down Harry Crawford.
Michael Flynn's tame effort was easily held by Glenn Morris before the Shrimpers made it 2-0 in the 43rd minute when Ryan Hall's 25-yard shot deflected off Jon Worthington and into the bottom-right corner.
Bradford started the second-half with purpose and saw Tom Adeyemi test Morris, but Southend extended their lead in the 66th minute when Kane Ferdinand headed home from 12 yards from Ryan Hall's cross.
Three minutes later Hall latched onto an Anthony Grant through ball, took a touch and added the fourth from an acute angle.
Robbie Threlfall came closest to reducing the arrears, hitting the crossbar with a free-kick and then seeing Morris save his attempt following the rebound.