Comparing the racial diversity of the journalists
at America's daily newspapers
with the communities that they serve
Newsroom diversity report for
Monterey County Herald
Monterey, California
Owner: Knight Ridder (Calif.)
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 25.6
2004 25.6
2003 12.5
2002 19.4
2001 11.9
2000 14.9
1999 8.5
1998 Did not report
1997 0.0
1996 4.1
1995 2.7
1994 4.9
1993 10.0
1992 6.7
1991 Did not report
1990 Did not report
The latest year at peak is 2005
See the notes and definitions section below for the sources of these figures.
Newsroom Diversity Index
for Monterey County Herald
Year Non-white % of newsroom staff Non-white % of circulation area Newsroom Diversity Index (parity=100)
2005 25.6 42.6 60
2004 25.6 44.3 58
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, Knight Ridder (Calif.),
has a companywide, circulation-weighted Diversity Index of 76.
See the notes and definitions section below for the sources of these figures.
Peer group comparison
for Monterey County Herald
This newspaper's Newsroom Diversity Index is 60. This paper
Peer group
Compare that with 44, which is the median Diversity Index for all newspapers
reporting in this circulation category of 25,001 to 50,000 daily sales.
In that group, this newspaper's Diversity Index ranks 41 out of 140
newspapers reporting in the category of 25,001 to 50,000 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 Tucson Citizen, Arizona, with a 31.3 percent non-white staff in a community that is 44.7 percent non-white. Its index is 70.
FYI, in circulation, this newspaper's average weekday circulation of
approximately 33,766 ranks 304 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 Monterey County Herald
Circulation area
Race/ethnicity % of population Number of residents
Hispanic 27.3 61,023
Black 5.3 11,762
Asian and Pacific Islander 7.5 16,808
Native-American 0.5 1,108
Other non-white 0.5 1,027
Multi-racial 3.2 7,216
  Non-white 44.3 98,944
White 55.7 124,576
Total 223,520
Home county:  Monterey
Race/ethnicity % of population Number of residents
Hispanic 46.8 187,969
Black 3.5 14,085
Asian and Pacific Islander 6.2 24,746
Native-American 0.4 1,782
Other non-white 0.3 1,190
Multi-racial 2.5 9,945
  Non-white 59.7 239,717
White 40.3 162,045
Total 401,762
The home county of this newspaper is Monterey.
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
Monterey County Herald
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
93940 / Presidio of Mont / CA / 1.9 mi. 7,841 13,900 56.4 $50,274 24.2 10.3 2.3 0.4 7.5
93923 / Carmel Highlands / CA / 4.9 mi. 5,062 6,234 81.2 $67,315 8.8 3.7 0.4 0.2 3.1
93950 / Pacific Grove / CA / 1.2 mi. 3,938 7,277 54.1 $50,263 16.5 7.2 1.1 0.4 4.7
93955 / Seaside / CA / 3.3 mi. 3,235 9,959 32.5 $41,386 64.9 35.0 14.6 0.6 9.5
93933 / Marina / CA / 7.2 mi. 2,361 7,863 30.0 $42,231 57.5 18.3 9.8 0.5 21.7
93908 / Salinas / CA / 12.5 mi. 2,050 4,551 45.0 $85,488 25.9 16.8 0.6 0.3 5.7
93901 / Salinas / CA / 13.1 mi. 2,007 10,141 19.8 $42,177 56.0 40.6 6.7 0.6 5.0
93953 / Pebble Beach / CA / 3.4 mi. 1,571 2,128 73.8 $98,608 10.3 2.4 0.4 0.3 5.3
93924 / Tassajara Hot Sp / CA / 12.8 mi. 1,491 2,731 54.6 $71,053 11.7 7.2 0.3 0.4 1.7
93906 / Salinas / CA / 14.8 mi. 1,394 15,554 9.0 $49,124 69.6 53.9 2.8 0.5 9.3
93907 / Salinas / CA / 16.1 mi. 1,173 7,250 16.2 $60,179 43.3 30.1 2.0 0.8 6.7
93905 / Salinas / CA / 15.1 mi. 353 11,610 3.0 $36,176 93.6 89.1 0.7 0.2 2.9
93930 / King City / CA / 47.7 mi. 329 3,819 8.6 $39,672 75.6 71.9 0.2 0.5 1.9
95012 / Castroville / CA / 13.6 mi. 326 2,032 16.0 $41,200 81.2 75.3 0.7 0.3 3.2
95076 / Watsonville / CA / 22 mi. 237 21,509 1.1 $45,354 69.6 63.8 0.5 0.4 3.1
95060 / Scotts Valley / CA / 25.5 mi. 216 16,720 1.3 $54,082 27.1 17.9 1.5 0.5 3.8
93960 / Soledad / CA / 32.9 mi. 193 2,958 6.5 $43,377 87.8 83.9 0.8 0.3 1.8
93920 / Pacific Valley / CA / 33.3 mi. 132 426 31.0 $41,304 16.1 9.6 0.3 1.3 2.4
93926 / Gonzales / CA / 25.1 mi. 131 2,009 6.5 $41,538 89.1 85.5 0.5 0.3 1.9
93927 / Greenfield / CA / 35.9 mi. 96 3,143 3.1 $38,445 87.3 84.5 0.8 0.3 0.8
95039 / Moss Landing / CA / 13.1 mi. 70 302 23.2 $49,286 53.7 41.4 1.5 0.7 3.8
95004 / Aromas / CA / 22.2 mi. 65 1,082 6.0 $67,697 30.4 23.3 0.3 1.0 2.4
93962 / Spreckels / CA / 13 mi. 64 145 44.1 $58,519 29.4 26.1 0.5 1.0 0.5
93925 / Chualar / CA / 22.4 mi. 31 286 10.8 $48,295 73.9 69.0 0.5 0.4 3.0
File ca_monterey_county_herald
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