In 1884, Stead pressured the government to send his friend General Gordon to the Sudan to protect British interests in Khartoum. The eccentric Gordon disobeyed orders, and the siege of Khartoum, Gordon's death, and the failure of the hugely expensive Gordon Relief Expedition was one of the great imperial disasters of the period. After General Gordon's death in Khartoum in January 1885, Stead ran the first 24-point headline in newspaper history, "TOO LATE!", bemoaning the relief force's failure to rescue a national hero.