Author: Neil Brown
Published: September 23, 1999
Last Updated: November 09, 1999
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The front page

How strong were the latest developments in the story of an inmate beaten to death by prison guards?

What was the best way to present the burial of John F. Kennedy Jr. at sea — a story visually static yet emotionally moving?

How could we do more with an important but incremental tax cut story out of Washington?

What should we make of a horrific car crash that killed four people 15 miles outside Tampa?

Underlying those questions was our mission: To produce a front page that makes people smarter and is worth their time.

• At our 11:30 a.m. news meeting on July 22, editors debated whether the burial at sea could produce a strong enough photo to lead the paper. We also debated whether this should be the day for a “Final Farewell to Kennedy” package or whether we should wait for the Saturday paper, after the New York memorial service.
• By midday we had decided to go all out on the Kennedy story right away: sooner beats later.
• Our Tallahassee bureau chief, Lucy Morgan, had forced the release of public records that gave the latest account of the beating of a Florida prison death row inmate. And with a meaty analysis, our Washington bureau chief, Sara Fritz, brought added value to the breaking story of the House passage of the GOP tax plan. The tax action, while important, was incremental. The prisoner beating story was strong, and because local news is our first priority, it was likely to be our lead.
• For the 5 p.m. news meeting, our front page design director, Kelly Smith, developed a terrific layout that allowed us to wrap JFK memorial material around the news photo and story of the day.
• At the meeting we also learned that four people had been killed in a crash near Tampa. We decided we could give the story, photos and graphics a strong ride on the Metro front page. Our news digest, The Times Today, a standing feature on Page 1A, allowed us to note the crash at the top of the page while also telegraphing other news and enterprise throughout the paper.