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's first sensational campaign was based on a Nonconformist pamphlet, "The Bitter Cry of Outcast London". His lurid stories of squalid life in the slums had a wholly beneficial effect on the capital. A Royal Commission recommended that the government should clear the slums and encourage low-cost housing in their place. It was Stead's first success. He also pioneered the use of the interview in British journalism—although other interviews had appeared in British papers before—with his interview with General Gordon in 1884.