Stead became assistant editor of the Liberal "Pall Mall Gazette" in 1880 where he set about revolutionizing a traditionally conservative newspaper "written by gentlemen for gentlemen". Over the next seven years Stead would develop what Matthew Arnold dubbed 'The New Journalism'. His innovations as editor of the "Gazette" included incorporating maps and diagrams into a newspaper for the first time, breaking up longer articles with eye-catching subheadings and blending his own opinions with those of the people he interviewed. He made a feature of the "Pall Mall" extras, and his enterprise and originality exercised a potent influence on contemporary journalism and politics. Stead introduced the interview, creating a new dimension in British journalism when he interviewed General Gordon in 1884. He originated the modern journalistic technique of creating a news event rather than just reporting it, with his most famous 'investigation', the Eliza Armstrong case.