Santa Cruz Sentinel... Racial diversity of its news staff and community

Comparing the racial diversity of the journalists

at America's daily newspapers

with the communities that they serve

Newsroom diversity report for

Santa Cruz Sentinel

Santa Cruz, California

Owner: Dow Jones (N.Y.)

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

10.3

2004

2.9

2003

2.9

2002

5.9

2001

2.9

2000

Did not report

1999

13.2

1998

Did not report

1997

Did not report

1996

9.1

1995

12.5

1994

5.1

1993

10.8

1992

5.7

1991

7.5

1990

12.5

The latest year at peak is

1999

See the notes and definitions section below for the sources of these figures.

Newsroom Diversity Index

for Santa Cruz Sentinel

Year

Non-white % of newsroom staff

Non-white % of circulation area

Newsroom Diversity Index (parity=100)

2005

10.3

36.5

2004

2.9

36.5

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, Dow Jones (N.Y.),

has a companywide, circulation-weighted Diversity Index of 53.

See the notes and definitions section below for the sources of these figures.

Peer group comparison

for Santa Cruz Sentinel

This newspaper's Newsroom Diversity Index is 28.

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 107 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 25,305 ranks 393 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 Santa Cruz Sentinel

Circulation area

Race/ethnicity

% of population

Number of residents

Hispanic

28.8

74,539

Black

0.8

2,170

Asian and Pacific Islander

3.4

8,896

Native-American

0.5

1,176

Other non-white

0.3

830

Multi-racial

2.6

6,658

Non-white

36.5

94,269

White

63.5

164,284

Total

258,553

Home county: Santa Cruz

Race/ethnicity

% of population

Number of residents

Hispanic

26.8

68,486

Black

0.9

2,160

Asian and Pacific Islander

3.4

8,775

Native-American

0.5

1,180

Other non-white

0.3

858

Multi-racial

2.6

6,679

Non-white

34.5

88,138

White

65.5

167,464

Total

255,602

The home county of this newspaper is Santa Cruz.

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

Santa Cruz Sentinel

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

95060 / Santa Cruz / CA / 0 mi.

6,106

16,720

36.5

$54,082

27.1

17.9

1.5

0.5

3.8

95062 / Santa Cruz / CA / 8.8 mi.

4,227

14,969

28.2

$46,181

25.9

17.3

1.1

0.6

3.4

95003 / Aptos / CA / 13.7 mi.

3,696

10,098

36.6

$68,760

14.8

8.5

0.6

0.5

2.6

95076 / Watsonville / CA / 22.2 mi.

2,999

21,509

13.9

$45,354

69.6

63.8

0.5

0.4

3.1

95066 / Scotts Valley / CA / 6.6 mi.

2,369

5,474

43.3

$74,159

14.2

6.1

0.4

0.3

4.4

95010 / Capitola / CA / 10.3 mi.

1,760

4,591

38.3

$46,171

19.8

11.6

1.1

0.4

3.6

95073 / Soquel / CA / 9.6 mi.

1,755

3,820

45.9

$57,034

18.5

11.1

0.8

0.4

2.9

95018 / Felton / CA / 4.8 mi.

1,157

2,970

39.0

$60,270

16.7

7.0

0.7

4.3

95065 / Santa Cruz / CA / 7.8 mi.

1,046

3,215

32.5

$58,490

21.4

14.3

0.7

0.4

3.0

95005 / Ben Lomond / CA / 4.7 mi.

742

2,345

31.6

$64,813

11.3

5.7

0.5

1.5

95006 / Boulder Creek / CA / 9 mi.

530

4,195

12.6

$65,206

11.9

5.0

0.7

0.8

1.5

95064 / Santa Cruz / CA / 4.4 mi.

171

560

30.5

$45,054

38.5

15.0

2.2

0.4

15.2

95019 / Freedom / CA / 20.1 mi.

114

1,227

9.3

$38,378

81.0

75.3

0.5

0.4

3.0

95017 / Davenport / CA / 7.6 mi.

278

12.6

$56,750

32.7

20.8

3.3

0.7

3.7

95007 / Brookdale / CA / 4.6 mi.

372

7.0

$70,417

15.8

8.5

0.3

1.5

1.2

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