The Chicago Tribune has a multimedia alternative to saving newspapers as keepsakes after cataclysmic events. For Tribune readers, it sure beats saving yellowing, crumbling newsprint.

To mark the first anniversary of September 11, the Tribune has created a "time capsule" CD-ROM approach to telling the story, in a rich, multi-sensory way. The CD contains a variety of retrospective and contextual content, including 10 days of Tribune coverage post-September 11, using video interviews with journalists who covered the story, organized on a Flash-based multimedia timeline, a victims database, and day-to-day photo galleries, archives and interactive graphics.

"The idea is that we re-create the (September 11) experience. We have a narrative thread that runs through it, with archives from the paper -- a timeline effect to take the user back and remember," said senior editor Tony Majeri, who conceived of the project.

Video segments with key Tribune reporters, editors and photographers provide context for the historical document. "Memories and impressions make this a more human and memorial experience as well," said the assistant managing editor for photography, Bill Parker.

The CD project may open the door to more CDs and more multimedia content. The Tribune is considering developing other CD keepsakes on sports and historical topics of interest for either general distribution to its newspaper subscribers, or for sale to interested customers.

"The success is how well we edit it and how well it is received," said Tribune Managing Editor Jim O'Shea. "It provides us the opportunity to offer depth we can?t in the confines of the newspaper."

Indeed, the CD is hyperfocused on Tribune newspaper text, photo and cartoon content, with a multimedia dimensions of video, audio and Flash animation plus a database of September 11 victims and their biographies.

The Tribune will insert 1.3 million multimedia CD-ROMs into its Sunday, September 8. edition for a total project cost of less than $500,000. A team of 10 top print, Web and broadcast journalists from Tribune media outlets worked on the project.

Key members of the team included Majeri, Parker, Multimedia Director Mark Hinojosa, Senior Washington Correspondent Michael Tackett and a host of Flash and technical experts.

The project also includes promotion across media channels, including radio, newspaper and TV promotions for the CD, plus a crew of 50 to 60 customer service representatives working on Sept. 7 and 8, when the Sunday edition is distributed. Customer service reps will work from a script of answers to anticipated questions about how to insert CDs into their computers, answers to any complaints or praise, and other queries.

The editorial production represented five weeks of around-the-clock work, while burning the CDs took one week and production including insertion into a newspaper-page sleeve to enable newspaper insertion took another week. (See production timetable.)

CD editorial and production hurdles

The project took an emotional toll on some of the members of the team. "We didn?t count on the emotional quotient," Majeri said. "We were all tired. You?d look at the pictures, and interact with the pictures. Some of the pictures were horrific, we were low on sleep, and then the event cameback to life through the CD. It became an emotionally taxing thing."

The CD content likely will have an evocative impact on viewers. "The package lets you revisit history which is emotionally difficult to deal with and process," said Parker.

	The Tribune is considering developing other CD keepsakes for either general distribution to newspaper subscribers.

Despite the compressed time frame for editorial production, project leaders saw the CD burning and insertion as the wild cards and stumbling blocks of the project. "The Production process (presents) the biggest issue getting the CD into the paper. Nobody has tried to do this before," Majeri said during the second week of editorial production. "We work with the threat that we won?t get this into the paper." By the end of the process, the production and insertion hurdles had been cleared. The CD would be affixed to the Tribune's plastic circular insert bag.

Creating the proper sleeve for the CD was a learning experience. The first tests done on a CD-sized sleeve failed because newspaper insertion machinery "grabbers" crushed the disks. The second-generation sleeves were much wider to accommodate the powerful grippers.

Next time, editors will leave significantly more time for the editorial and production phases. "Always with any project, having more time is a luxury," Hinojosa said. "We would spend more time thinking about this from user point of view, more testing and developing issues."

Collaboration was key

Majeri believes multimedia storytelling is the most powerful and relevant way to tell the Sept. 11 story. The effort to team up journalists from various media for this collaborative project was successful because of the members' commitment and belief in the theme.

"In my more than 30 years at the Tribune, this is one of the most complete team efforts. It took enormous team effort and dedication from this group of people," Majeri said.

The time capsule package is built on a Flash architecture, with video interviews with key reporters, editors and photographers for the 10 days of coverage. A 10-day linear timeline makes the navigation easy for the user, and each day of coverage includes stories published in that day's Tribune, a video interview with one of the key journalists, Tribune and wire photos, graphics, editorial cartoons and contextual matter.

"Flash is a wonderful tool, great way to present information," said Hinojosa. "It shows people there are other ways to blend information, interviews, extended photo galleries, video, text and audio." Hinojosa expects his interactive staff to use an increasing amount of Flash as a storytelling tool.

"This project validates owning a TV station, newspaper, radio station and Web site," Majeri said. Finally you can say the technology can provide you the possibility of doing a great piece of journalism." 

The package is expected to be posted on ChicagoTribune.com as well in time for the one-year anniversary. "It's our intention to put it online, but we've hit a snag with our production side, because can't put it in the single file. But if we can we work that out, we will put it online," Hinojosa said.

Cutting through the bureaucracy

Tribune management knew they had a winning idea on their hands. Tribune editor Ann Marie Lipinski and Managing Editor Jim O'Shea approved the project, followed by approval and funding from the publisher and vice presidents in a matter of days.

"Hats off to (publisher) Scott Smith and (editor) Ann Marie Lipinski and the vice presidents," said O'Shea. "It is fascinating to see what we can do to combine our resources for Internet and paper. This is such a public service. It gives your readership historical information to show your grandchildren."

The key players in the project marveled at the quick timeframe leaders approved the $500,000 project. "This is an amazingly nimble company at times. The decision that would take days or weeks took only hours. (The editors and executives) said 'OK,  let's do it, what do you need?'," Hinojosa said.

O'Shea thinks the money will be well spent as a public service, a historical document and an investment in a new form of serious journalistic storytelling with the Chicago Tribune brand. It is a true extension of the "mother ship" -- the newspaper, in terms of branding because the content mostly comes from the print side.

"It's a brave new world," he said. "This goes beyond extending your brand. It extends your public service. It's important that this is done with the same principles that we have always used in print. This information was gathered, edited and produced by the Tribune, and has high credibility. The most important thing is your credibility."

Martha L Stone is a multimedia writer and consultant. She is USA Director for Innovation International Media Consulting Group.