Comparing the racial diversity of the journalists
at America's daily newspapers
with the communities that they serve
Newsroom diversity report for
The Florida Times-Union, Jacksonville
Jacksonville, Florida
Owner: Morris Communications (Ga.)
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	10.4
2003	9.3
2002	10.2
2001	11.8
2000	9.9
1999	12.3
1998	14.9
1997	18.8
1996	11.0
1995	8.1
1994	4.4
1993	6.1
1992	3.7
1991	3.4
1990	3.8
The latest year at peak is	1997
See the notes and definitions section below for the sources of these figures.
Newsroom Diversity Index
for The Florida Times-Union, Jacksonville
Year	Non-white % of newsroom staff	Non-white % of circulation area	Newsroom Diversity Index (parity=100)
2005	N/A	29.6	N/A
2004	10.4	29.4	35
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, Morris Communications (Ga.),
has a companywide, circulation-weighted Diversity Index of 21.
See the notes and definitions section below for the sources of these figures.
Peer group comparison
for The Florida Times-Union, Jacksonville
	This paper
					Peer group
The median Diversity Index is 64 for all newspapers
reporting in this circulation category of 100,001 to 250,000 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 The News & Observer, Raleigh, North Carolina, with a 21 percent non-white staff in a community that is 30.8 percent non-white. Its index is 68.
FYI, in circulation, this newspaper's average weekday circulation of
approximately 165,425 ranks 67 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 Florida Times-Union, Jacksonville
	Circulation area
Race/ethnicity	% of population	Number of residents
Hispanic	3.6	46,047
Black	21.8	279,806
Asian and Pacific Islander	2.1	26,866
Native-American	0.3	4,096
Other non-white	0.1	1,853
Multi-racial	1.4	18,282
Non-white	29.4	376,950
White	70.7	907,339
Total		1,284,289
	Home county:  Duval
Race/ethnicity	% of population	Number of residents
Hispanic	4.1	31,946
Black	27.5	214,473
Asian and Pacific Islander	2.7	21,302
Native-American	0.3	2,375
Other non-white	0.2	1,407
Multi-racial	1.6	12,629
Non-white	36.5	284,132
White	63.5	494,747
Total		778,879
The home county of this newspaper is Duval.
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 Florida Times-Union, Jacksonville
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
32210 / Jacksonville / FL / 6.6 mi.	7,016	22,736	30.9	$39,095	34.7	4.3	24.7	0.3	3.2
32225 / Jacksonville / FL / 8.2 mi.	6,284	16,591	37.9	$55,966	28.7	5.6	15.4	0.3	5.3
32082 / Ponte Vedra Beach / FL / 15.3 mi.	6,176	11,866	52.0	$73,987	5.6	2.5	1.0	0.1	1.2
32207 / Jacksonville / FL / 0.3 mi.	5,620	15,144	37.1	$35,568	30.0	4.7	20.6	0.2	2.1
32257 / Jacksonville / FL / 6.6 mi.	5,412	14,856	36.4	$48,452	19.3	5.1	8.5	0.3	3.7
32073 / Orange Park / FL / 10.2 mi.	5,331	18,111	29.4	$55,056	20.0	5.4	8.8	0.4	3.5
32256 / Jacksonville / FL / 10.1 mi.	4,929	14,034	35.1	$45,460	27.9	6.3	11.8	0.3	7.4
32216 / Jacksonville / FL / 3 mi.	4,862	11,774	41.3	$41,354	29.4	5.5	19.3	0.3	2.6
32218 / Jacksonville / FL / 11.1 mi.	4,829	13,772	35.1	$40,691	42.9	1.7	39.4	0.4	0.5
32205 / Jacksonville / FL / 5.3 mi.	4,522	13,323	33.9	$34,579	27.7	3.0	20.2	0.4	2.3
32250 / Jacksonville Beach / FL / 12.7 mi.	4,394	10,925	40.2	$48,157	10.5	2.9	4.4	0.2	1.6
32223 / Jacksonville / FL / 8.7 mi.	4,119	9,610	42.9	$66,079	10.9	3.5	4.2	0.2	1.8
32259 / Switzerland / FL / 14.2 mi.	4,104	6,000	68.4	$80,945	7.0	2.4	2.0	0.2	1.7
32244 / Jacksonville / FL / 8.1 mi.	4,011	17,118	23.4	$41,769	34.6	5.4	22.1	0.5	4.4
32034 / Fernandina Beach / FL / 24.4 mi.	3,965	10,230	38.8	$51,096	13.3	2.2	9.4	0.3	0.6
32224 / Jacksonville / FL / 9.8 mi.	3,607	12,608	28.6	$55,103	20.2	5.7	7.8	0.4	4.4
32068 / Middleburg / FL / 18.3 mi.	3,583	12,590	28.5	$46,706	10.2	3.5	3.6	0.5	1.0
32086 / Saint Augustine / FL / 38.9 mi.	3,547	9,363	37.9	$40,875	7.7	3.2	2.5	0.3	1.0
32246 / Jacksonville / FL / 6.8 mi.	3,228	13,339	24.2	$43,672	31.7	6.4	15.6	0.4	6.5
32277 / Jacksonville / FL / 5.4 mi.	3,224	10,827	29.8	$45,670	40.1	4.5	30.9	0.3	2.4
32209 / Jacksonville / FL / 5.3 mi.	3,152	15,234	20.7	$22,202	99.1	0.7	97.5	0.1	0.1
32211 / Jacksonville / FL / 4 mi.	3,045	13,847	22.0	$34,232	38.2	5.3	28.7	0.4	1.8
32217 / Jacksonville / FL / 3.7 mi.	3,041	8,498	35.8	$39,740	26.2	6.1	13.5	0.2	3.3
32208 / Jacksonville / FL / 7 mi.	2,804	12,574	22.3	$31,849	77.4	1.0	75.1	0.2	0.3
32233 / Jacksonville / FL / 12.7 mi.	2,751	9,846	27.9	$40,636	28.4	6.0	16.5	0.5	2.5
32202 / Jacksonville / FL / 2.7 mi.	2,436	1,408	173.0	$9,904