The Press Democrat, Santa Rosa... 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

The Press Democrat, Santa Rosa

Santa Rosa, California

Owner: New York Times Co.

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

12.5

2003

Did not report

2002

Did not report

2001

Did not report

2000

14.0

1999

13.4

1998

12.5

1997

14.3

1996

12.9

1995

16.4

1994

17.3

1993

17.3

1992

15.0

1991

10.3

1990

Did not report

The latest year at peak is

1994

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

Newsroom Diversity Index

for The Press Democrat, Santa Rosa

Year

Non-white % of newsroom staff

Non-white % of circulation area

Newsroom Diversity Index (parity=100)

2005

N/A

25.1

N/A

2004

12.5

25.2

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, New York Times Co.,

has a companywide, circulation-weighted Diversity Index of 69.

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

Peer group comparison

for The Press Democrat, Santa Rosa

This paper

Peer group

The median Diversity Index is 50 for all newspapers

reporting in this circulation category of 50,001 to 100,000 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 Beaumont Enterprise, Texas, with a 24 percent non-white staff in a community that is 33.5 percent non-white. Its index is 72.

FYI, in circulation, this newspaper's average weekday circulation of

approximately 88,836 ranks 119 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 The Press Democrat, Santa Rosa

Circulation area

Race/ethnicity

% of population

Number of residents

Hispanic

17.1

100,446

Black

1.2

6,972

Asian and Pacific Islander

2.7

16,049

Native-American

1.3

7,798

Other non-white

0.2

1,107

Multi-racial

2.6

15,450

Non-white

25.2

147,822

White

74.8

439,605

Total

587,427

Home county: Sonoma

Race/ethnicity

% of population

Number of residents

Hispanic

17.3

79,511

Black

1.3

6,116

Asian and Pacific Islander

3.2

14,614

Native-American

0.8

3,477

Other non-white

0.2

921

Multi-racial

2.7

12,289

Non-white

25.5

116,928

White

74.5

341,686

Total

458,614

The home county of this newspaper is Sonoma.

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

The Press Democrat, Santa Rosa

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

95403 / Santa Rosa / CA / 7.1 mi.

7,500

14,663

51.1

$52,434

29.4

18.3

2.4

1.0

4.6

95404 / Santa Rosa / CA / 4 mi.

7,352

13,908

52.9

$52,864

24.1

16.5

1.6

0.7

2.6

95409 / Santa Rosa / CA / 1.7 mi.

6,655

11,383

58.5

$52,912

13.7

7.0

1.0

0.8

2.5

95401 / Santa Rosa / CA / 7.7 mi.

6,355

12,853

49.4

$49,192

33.3

22.2

2.1

1.1

4.6

95472 / Sebastopol / CA / 12.9 mi.

5,474

12,165

45.0

$55,766

14.6

9.0

0.7

0.6

1.6

94928 / Rohnert Park / CA / 9.4 mi.

5,281

15,498

34.1

$51,952

26.0

13.6

1.9

0.5

5.9

94954 / Petaluma / CA / 14 mi.

4,905

12,249

40.0

$67,705

25.5

15.8

1.2

0.3

5.2

95405 / Santa Rosa / CA / 2.9 mi.

4,851

8,864

54.7

$56,945

15.7

8.8

1.2

0.6

2.9

94952 / Two Rock Coast G / CA / 14.7 mi.

4,849

12,252

39.6

$56,934

18.5

12.8

0.8

0.4

1.8

95492 / Windsor / CA / 11 mi.

4,569

7,872

58.0

$63,161

29.5

23.5

0.7

0.8

2.3

95407 / Santa Rosa / CA / 7.7 mi.

3,987

9,471

42.1

$43,533

51.8

39.0

2.7

1.6

4.8

95476 / Sonoma / CA / 13.3 mi.

3,405

14,129

24.1

$50,520

24.0

19.8

0.3

0.4

1.5

95448 / Healdsburg / CA / 15.9 mi.

3,390

6,550

51.8

$51,207

30.3

26.7

0.3

0.7

0.8

95482 / Ukiah / CA / 53.2 mi.

1,793

11,419

15.7

$36,322

30.4

22.2

0.8

3.1

1.8

95425 / The Geysers / CA / 29 mi.

1,709

3,362

50.8

$45,681

29.4

24.9

0.2

1.1

1.0

95437 / Sherwood Valley / CA / 86 mi.

1,434

5,904

24.3

$33,793

21.6

15.8

0.6

1.5

0.9

94931 / Cotati / CA / 10.5 mi.

1,381

3,091

44.7

$52,297

22.0

12.1

1.9

0.7

3.5

95436 / Forestville / CA / 15.6 mi.

955

2,644

36.1

$46,817

14.7

8.8

0.7

1.0

1.1

94951 / Penngrove / CA / 10.4 mi.

810

1,468

55.2

$62,528

11.9

6.5

0.5

0.9

2.1

95446 / Guernewood / CA / 18.8 mi.

799

2,280

35.0

$39,906

16.7

10.4

0.5

1.0

0.8

95490 / Willits / CA / 73.1 mi.

682

5,162

13.2

$33,915

18.4

11.3

0.3

3.1

0.8

95461 / Middletown / CA / 20.7 mi.

669

2,944

22.7

$43,200

14.4

9.1

0.5

1.5

1.0

94515 / Calistoga / CA / 7.6 mi.

650

2,909

22.3

$44,320

34.9

31.5

0.4

0.5

1.1

95451 / Kelseyville / CA / 33.2 mi.

502

3,939

12.7

$35,298

21.6

16.0

0.8

1.5

0.9

95453 / Lakeport / CA / 40.4 mi.

486

4,332

11.2

$33,065

21.3

14.2

0.9

3.3

1.0

95422 / Clearlake / CA / 31.4 mi.

467

5,701

8.2