St. Cloud Times... 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

St. Cloud Times

St. Cloud, Minnesota

Owner: Gannett Co. (Va.)

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

15.4

2004

12.5

2003

12.8

2002

12.8

2001

14.7

2000

7.0

1999

6.3

1998

11.8

1997

11.8

1996

8.6

1995

8.8

1994

8.6

1993

5.9

1992

8.8

1991

0.0

1990

2.9

The latest year at peak is

2005

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

Newsroom Diversity Index

for St. Cloud Times

Year

Non-white % of newsroom staff

Non-white % of circulation area

Newsroom Diversity Index (parity=100)

2005

15.4

4.5

342

2004

12.5

4.4

285

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, Gannett Co. (Va.),

has a companywide, circulation-weighted Diversity Index of 89.

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

Peer group comparison

for St. Cloud Times

This newspaper's Newsroom Diversity Index is 342.

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 1 out of 140

newspapers reporting in the category of 25,001 to 50,000 daily sales.

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

approximately 27,776 ranks 369 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 St. Cloud Times

Circulation area

Race/ethnicity

% of population

Number of residents

Hispanic

1.2

2,517

Black

0.8

1,830

Asian and Pacific Islander

1.3

2,828

Native-American

0.3

696

Other non-white

0.1

112

Multi-racial

0.7

1,599

Non-white

4.4

9,582

White

95.6

208,693

Total

218,275

Home county: Stearns

Race/ethnicity

% of population

Number of residents

Hispanic

1.4

1,827

Black

0.8

1,064

Asian and Pacific Islander

1.6

2,124

Native-American

0.3

328

Other non-white

0.1

Multi-racial

0.8

995

Non-white

4.8

6,402

White

95.2

126,764

Total

133,166

The home county of this newspaper is Stearns.

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

St. Cloud Times

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

56303 / Saint Cloud / MN / 2.4 mi.

4,557

9,606

47.4

$39,305

6.8

1.2

1.4

0.5

2.5

56301 / Saint Cloud / MN / 2.7 mi.

4,421

9,888

44.7

$41,281

8.0

1.4

1.8

0.3

3.3

56379 / Sauk Rapids / MN / 4.3 mi.

2,281

4,799

47.5

$47,817

3.1

0.9

0.5

0.2

0.7

56304 / Saint Cloud / MN / 4.9 mi.

2,005

6,174

32.5

$37,428

10.5

1.5

3.5

1.2

2.7

56377 / Sartell / MN / 4.3 mi.

1,705

4,451

38.3

$55,505

2.9

0.8

0.3

0.2

1.1

56387 / Waite Park / MN / 2.4 mi.

1,208

3,006

40.2

$33,666

7.8

1.9

0.7

0.5

3.5

56320 / Cold Spring / MN / 13.5 mi.

1,123

2,768

40.6

$50,748

3.1

2.2

0.2

0.1

0.2

56329 / Oak Park / MN / 14 mi.

905

2,150

42.1

$45,147

1.8

0.4

0.5

0.3

0.2

56374 / Saint Joseph / MN / 7.6 mi.

905

2,376

38.1

$46,860

3.7

1.0

0.7

0.1

1.3

56352 / Melrose / MN / 29.5 mi.

685

1,992

34.4

$39,016

7.4

6.9

0.1

0.0

0.3

56310 / Avon / MN / 13.4 mi.

613

1,688

36.3

$48,847

2.0

1.4

0.0

0.1

56345 / Little Falls / MN / 28.4 mi.

585

5,604

10.4

$37,264

2.6

0.7

0.4

56307 / Albany / MN / 19.2 mi.

584

1,422

41.1

$37,347

1.1

0.2

0.1

0.2

56367 / Rice / MN / 12.5 mi.

575

1,870

30.7

$50,357

1.6

0.6

0.1

0.2

56378 / West Union / MN / 37.3 mi.

426

2,719

15.7

$38,768

1.5

0.5

0.2

0.1

0.3

56368 / Richmond / MN / 18.1 mi.

418

1,380

30.3

$45,988

1.2

0.4

0.2

0.1

0.2

56362 / Paynesville / MN / 26.2 mi.

356

2,163

16.5

$41,211

1.8

1.0

0.1

0.2

55319 / Clear Lake / MN / 10.3 mi.

345

1,488

23.2

$59,870

2.0

0.6

0.3

0.1

0.3

55353 / Saint Augusta / MN / 14.3 mi.

327

1,005

32.5

$44,669

2.1

0.7

0.3

0.4

55320 / Saint Augusta / MN / 10.9 mi.

319

1,261

25.3

$53,042

2.1

0.6

0.2

0.3

56353 / Milaca / MN / 26.2 mi.

246

2,762

8.9

$36,789

2.7

0.7

0.3

0.6

0.2

55302 / Annandale / MN / 41.2 mi.

198

2,568

7.7

$47,215

2.1

0.9

0.3

0.2

56364 / Pierz / MN / 27.3 mi.

195

1,838

10.6

$37,052

1.1

0.4

0.0

0.2

56340 / Holdingford / MN / 16.6 mi.

191

774

24.7

$39,844

0.7

0.1

0.0

0.4

56373 / Royalton / MN / 18.3 mi.

191

892

21.4

$41,750

1.6

0.5

0.0

0.2

0.4

55389 / Watkins / MN / 17.8 mi.

189