Comparing the racial diversity of the journalists
at America's daily newspapers
with the communities that they serve
Newsroom diversity report for
Arizona Daily Sun, Flagstaff
Flagstaff, Arizona
Owner: Pulitzer (Mo.)
From a report for the Knight Foundation
by Bill Dedman and Stephen K. Doig, June 2005
Click here to read the national report or to select another newspaper
Year Non-white % of newsroom staff
2005 Did not report
2004 0.0
2003 7.7
2002 Did not report
2001 0.0
2000 0.0
1999 15.4
1998 14.3
1997 12.5
1996 Did not report
1995 0.0
1994 7.1
1993 10.0
1992 6.3
1991 0.0
1990 Did not report
The latest year at peak is 1999
See the notes and definitions section below for the sources of these figures.
Newsroom Diversity Index
for Arizona Daily Sun, Flagstaff
Year Non-white % of newsroom staff Non-white % of circulation area Newsroom Diversity Index (parity=100)
2005 N/A 38.3 N/A
2004 0.0 38.3 0
How the index is calculated
The Newsroom Diversity Index is the non-white percentage of the newsroom staff
divided by the non-white percentage of residents in the circulation area.
(Parity = 100.)
Company index
This newspaper's owner, Pulitzer (Mo.),
has a companywide, circulation-weighted Diversity Index of 59.
See the notes and definitions section below for the sources of these figures.
Peer group comparison
for Arizona Daily Sun, Flagstaff
This paper
Peer group
The median Diversity Index is 33 for all newspapers
reporting in this circulation category of 10,001 to 25,000 daily sales.
An example of a newspaper of similar circulation, in an area of similar level of non-white residents, but one that has a relatively high Diversity Index, is Muskogee Daily Phoenix and Times-Democrat, Oklahoma, with a 43.5 percent non-white staff in a community that is 36.9 percent non-white. Its index is 118.
FYI, in circulation, this newspaper's average weekday circulation of
approximately 11,462 ranks 723 out of 1,410 daily newspapers in the US.
See the notes and definitions section below for the sources of these figures.
Details on race/ethnicity
in the circulation area
and the home county
of Arizona Daily Sun, Flagstaff
Circulation area
Race/ethnicity % of population Number of residents
Hispanic 13.1 11,996
Black 1.2 1,087
Asian and Pacific Islander 1.0 885
Native-American 21.3 19,477
Other non-white 0.1 127
Multi-racial 1.6 1,498
  Non-white 38.3 35,070
White 61.7 56,541
Total 91,611
Home county:  Coconino
Race/ethnicity % of population Number of residents
Hispanic 10.9 12,727
Black 1.0 1,150
Asian and Pacific Islander 0.9 996
Native-American 28.0 32,557
Other non-white 0.1 128
Multi-racial 1.5 1,793
  Non-white 42.4 49,351
White 57.6 66,969
Total 116,320
The home county of this newspaper is Coconino.
About this report
This third annual report for the Knight Foundation adds context to an annual survey by the American Society of Newspaper Editors. ASNE has set a goal that
every newspaper, to help it know its community and gather the news, should employ at least one non-white journalist, and that newspapers should strive to
employ non-whites in proportion to their share of the community. ASNE's report, at www.asne.org, shows each newspaper's non-white employment, but does
not disclose how closely that employment mirrors the newspaper's circulation area.
That gap is filled by the report you are reading now. This report was not done by ASNE, but was done for the Knight Foundation by Bill Dedman and 
Stephen K. Doig. It shows how close each newspaper is to ASNE's goal, by comparing the newsroom staffing with the circulation area population.
The full report is at www.powerreporting.com/knight.
Notes and definitions
  1. The Newsroom Diversity Index is the non-white percentage of the newsroom staff divided by the non-white percentage of the circulation area's residents. Parity = 100.
  2. Source for staffing: Survey by American Society of Newspaper Editors, April 2005. Newspapers report non-white staff as of the end of the previous year.
  3. Following ASNE's definition, newsroom staff includes only supervisors, reporters, editors, copy/layout editors and photographers.
  4. Also following ASNE's definition, "whites," "blacks," etc., exclude Hispanics, who are counted in a separate category.
  5. Source for boundaries of this newspaper's circulation area: ZIP Code circulation data, Audit Bureau of Circulations, latest available. 
  6. A paper may define its circulation area differently for marketing efforts, or news coverage, or to set advertising rates.
  7. If ZIP Codes or counties are used, this report applies a threshold: 10 percent household penetration is required to include an area in the circulation area.
  8. Source for the demographics of residents of that circulation area: US Census 2000.
  9. Source for total circulation: Editor & Publisher magazine, Monday-Friday average at year-end 2004.
 10. Staff of non-English publications, such as the Miami Herald's El Nuevo Herald, are excluded from the ASNE staffing survey for the first time this year.
      
Demographics of ZIP Codes
where sales were reported by
Arizona Daily Sun, Flagstaff
Note that some ZIP Codes listed here may not have been included in determining the newspaper's circulation area. In calculating the Diversity Index, a
ZIP Code was included only if the household penetration was at least 10 percent. Any lower-penetration ZIP Codes are also listed here for your information.
Also, if the newspaper reported more than 300 ZIP Codes, only the top 300 in weekday sales are listed here.
ZIP / City / State / Approx. distance in miles from the newspaper's home office Weekday sales Households Penetration % (daily sales per 100 households) Median household income Non-white
% of
population
Hispanic
% of
population
Black
% of
population
Native
% of
population
Asian
% of
population
86004 / Flagstaff / AZ / 22.3 mi. 5,210 12,318 42.3 $45,321 34.6 16.5 1.1 13.8 0.9
86001 / Flagstaff / AZ / 0 mi. 4,685 12,803 36.6 $36,113 24.0 12.2 1.6 7.3 1.4
86045 / Tuba City / AZ / 57.3 mi. 274 2,649 10.3 $36,192 95.7 2.1 0.1 92.2 0.2
86046 / Williams / AZ / 52.6 mi. 244 1,932 12.6 $33,772 31.4 25.0 1.9 2.0 1.0
86040 / Page / AZ / 116.8 mi. 211 3,204 6.6 $42,794 52.3 3.4 0.3 46.2 0.6
86047 / Winslow / AZ / 73.3 mi. 205 4,020 5.1 $27,981 68.0 20.6 3.3 41.5 0.8
86017 / Munds Park / AZ / 17.4 mi. 124 595 20.8 $41,886 8.5 5.7 0.3 0.8 0.2
86336 / Sedona / AZ / 40.7 mi. 107 5,523 1.9 $41,966 11.9 8.8 0.5 0.4 1.0
86023 / Grand Canyon / AZ / 65.6 mi. 103 1,013 10.2 $41,225 35.9 15.1 1.2 17.2 0.8
86018 / Parks / AZ / 17 mi. 61 403 15.1 $40,398 9.0 5.3 0.3 0.3 0.6
86020 / Cameron / AZ / 49.5 mi. 60 568 10.6 $20,625 98.4 3.0 0.1 93.9 0.1
File az_arizona_daily_sun__flagstaff
Time 5/20/05 1:11 AM
Page 722
Member 100580