Comparing the racial diversity of the journalists
at America's daily newspapers
with the communities that they serve
Newsroom diversity report for
Imperial Valley Press, El Centro
El Centro, California
Owner: Schurz Communications (Ind.)
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	47.6
2004	41.7
2003	35.3
2002	30.0
2001	44.4
2000	41.2
1999	23.5
1998	18.8
1997	6.3
1996	Did not report
1995	20.0
1994	Did not report
1993	8.7
1992	12.0
1991	9.7
1990	11.5
The latest year at peak is	2005
See the notes and definitions section below for the sources of these figures.
Newsroom Diversity Index
for Imperial Valley Press, El Centro
Year	Non-white % of newsroom staff	Non-white % of circulation area	Newsroom Diversity Index (parity=100)
2005	47.6	80.7	59
2004	41.7	80.5	52
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, Schurz Communications (Ind.),
has a companywide, circulation-weighted Diversity Index of 105.
See the notes and definitions section below for the sources of these figures.
Peer group comparison
for Imperial Valley Press, El Centro
This newspaper's Newsroom Diversity Index is 59.				This paper
				Peer group
Compare that with 33, which is the median Diversity Index for all newspapers
reporting in this circulation category of 10,001 to 25,000 daily sales.
In that group, this newspaper's Diversity Index ranks 70 out of 259
newspapers reporting in the 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 Laredo Morning Times, Texas, with a 91.3 percent non-white staff in a community that is 94.4 percent non-white. Its index is 97.
FYI, in circulation, this newspaper's average weekday circulation of
approximately 13,606 ranks 660 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 Imperial Valley Press, El Centro
	Circulation area
Race/ethnicity	% of population	Number of residents
Hispanic	73.7	100,865
Black	3.7	5,050
Asian and Pacific Islander	1.8	2,494
Native-American	0.4	496
Other non-white	0.1	96
Multi-racial	0.8	1,102
Non-white	80.5	110,103
White	19.5	26,741
Total		136,844
	Home county:  Imperial
Race/ethnicity	% of population	Number of residents
Hispanic	72.2	102,817
Black	3.6	5,148
Asian and Pacific Islander	1.8	2,521
Native-American	1.2	1,736
Other non-white	0.1	97
Multi-racial	0.9	1,274
Non-white	79.8	113,593
White	20.2	28,768
Total		142,361
The home county of this newspaper is Imperial.
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
Imperial Valley Press, El Centro
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
92243 / El Centro / CA / 0.6 mi.	5,593	12,893	43.4	$35,024	79.7	72.5	2.7	0.4	3.1
92227 / Brawley / CA / 13 mi.	2,824	7,076	39.9	$31,694	76.8	72.3	2.0	0.4	1.1
92231 / Mount Signal / CA / 7.6 mi.	1,588	7,002	22.7	$28,851	97.3	95.0	0.1	0.2	1.7
92251 / Imperial / CA / 3.6 mi.	1,521	3,033	50.1	$51,008	70.3	56.0	11.5	0.5	1.5
92250 / Holtville / CA / 11 mi.	913	2,360	38.7	$39,583	69.5	67.3	0.3	0.3	0.6
92233 / Calipatria / CA / 22.2 mi.	359	1,076	33.4	$31,031	78.5	56.7	19.6	0.6	0.7
92281 / Westmorland / CA / 15.7 mi.	257	701	36.7	$24,813	82.4	80.5	0.7	0.3	0.1
92249 / Heber / CA / 6.2 mi.	229	848	27.0	$30,739	97.8	97.1	0.2	0.0	0.1
92257 / Niland / CA / 32.4 mi.	189	1,289	14.7	$22,821	39.9	31.1	3.8	0.8	1.9
92273 / Seeley / CA / 6.2 mi.	168	438	38.4	$30,962	85.0	81.6	0.6	0.2	2.0
92259 / Ocotillo / CA / 20.8 mi.	85	223	38.1	$26,964	26.7	23.6	0.4	0.2	0.9
File	ca_imperial_valley_press__el_centro
Time	5/19/05 10:57 PM
Page	659
Member	101670