Comparing the racial diversity of the journalists
at America's daily newspapers
with the communities that they serve
Newsroom diversity report for
Winona Daily News
Winona, Minnesota
Owner: Lee Enterprises (Iowa)
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 0.0
2003 0.0
2002 0.0
2001 0.0
2000 5.3
1999 5.6
1998 10.5
1997 0.0
1996 0.0
1995 0.0
1994 0.0
1993 0.0
1992 0.0
1991 Did not report
1990 0.0
The latest year at peak is 1998
See the notes and definitions section below for the sources of these figures.
Newsroom Diversity Index
for Winona Daily News
Year Non-white % of newsroom staff Non-white % of circulation area Newsroom Diversity Index (parity=100)
2005 N/A 3.7 N/A
2004 0.0 3.7 0
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, Lee Enterprises (Iowa),
has a companywide, circulation-weighted Diversity Index of 47.
See the notes and definitions section below for the sources of these figures.
Peer group comparison
for Winona Daily News
This paper
Peer group
The median Diversity Index is 33 for all newspapers
reporting in this circulation category of 10,001 to 25,000 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 Clinton Herald, Iowa, with a 10 percent non-white staff in a community that is 4.4 percent non-white. Its index is 226.
FYI, in circulation, this newspaper's average weekday circulation of
approximately 12,274 ranks 697 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 Winona Daily News
Circulation area
Race/ethnicity % of population Number of residents
Hispanic 1.1 733
Black 0.6 380
Asian and Pacific Islander 1.3 862
Native-American 0.2 123
Other non-white 0.0 29
Multi-racial 0.6 394
  Non-white 3.7 2,521
White 96.4 66,532
Total 69,053
Home county:  Winona
Race/ethnicity % of population Number of residents
Hispanic 1.4 686
Black 0.8 384
Asian and Pacific Islander 1.9 940
Native-American 0.2 83
Other non-white 0.1 27
Multi-racial 0.7 343
  Non-white 4.9 2,463
White 95.1 47,522
Total 49,985
The home county of this newspaper is Winona.
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
Winona Daily News
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
55987 / Witoka / MN / 0 mi. 6,658 13,272 50.2 $35,803 5.3 1.2 0.9 0.2 2.2
54629 / Fountain City / WI / 6.2 mi. 538 1,055 51.0 $41,170 1.1 0.7 0.0 0.2 0.1
55971 / South Rushford / MN / 16.5 mi. 448 1,137 39.4 $38,940 1.3 0.5 0.2 0.1 0.2
55959 / Minnesota City / MN / 5 mi. 404 835 48.4 $50,000 3.3 0.9 0.4 0.1 1.3
55952 / Lewiston / MN / 10.7 mi. 398 872 45.6 $43,634 1.4 0.5 0.4 0.2 0.1
54622 / Waumandee / WI / 15.1 mi. 391 986 39.7 $38,403 2.1 0.6 0.1 0.6 0.3
54612 / Arcadia / WI / 15.2 mi. 333 1,793 18.6 $36,722 2.9 2.2 0.0 0.0 0.2
55943 / Houston / MN / 18.7 mi. 290 1,166 24.9 $37,146 1.4 0.5 0.2 0.3 0.2
54610 / Cream / WI / 21.6 mi. 288 747 38.6 $38,625 2.5 0.9 0.3 0.4 0.2
55969 / Rollingstone / MN / 8.6 mi. 238 512 46.5 $43,309 1.7 0.6 0.1 0.1 0.4
55910 / Weaver / MN / 12.9 mi. 189 586 32.3 $41,375 2.4 0.6 0.4 0.0 0.3
55972 / Troy / MN / 19.7 mi. 153 1,622 9.4 $43,724 8.2 3.7 0.7 0.3 2.8
54661 / Trempealeau / WI / 10.3 mi. 141 1,136 12.4 $42,039 1.6 0.6 0.1 0.4 0.2
54747 / Independence / WI / 22.8 mi. 139 1,009 13.8 $31,531 1.6 1.2 0.1 0.1 0.0
55947 / La Crescent / MN / 20.8 mi. 135 2,792 4.8 $47,612 2.4 0.6 0.4 0.1 0.7
55921 / Freeburg / MN / 27.4 mi. 132 1,967 6.7 $38,442 1.7 0.6 0.3 0.2 0.2
55981 / Wabasha / MN / 26.6 mi. 98 1,697 5.8 $39,094 1.8 0.4 0.4 0.4 0.1
55925 / Nodine / MN / 16.2 mi. 87 358 24.3 $49,276 1.8 1.2 0.0 0.0 0.0
55979 / Utica / MN / 14.5 mi. 69 289 23.9 $44,028 3.7 2.8 0.1 0.1 0.2
54630 / Galesville / WI / 13.6 mi. 67 1,420 4.7 $40,859 1.4 0.3 0.1 0.1 0.2
55962 / Peterson / MN / 19.7 mi. 66 308 21.4 $37,721 1.1 0.4 0.0 0.0 0.5
55974 / Spring Grove / MN / 31 mi. 66 930 7.1 $33,210 1.8 0.9 0.2 0.0 0.3
54773 / Whitehall / WI / 25.8 mi. 54 1,336 4.0 $35,841 1.5 0.5 0.2 0.1 0.1
54625 / Dodge / WI / 15.1 mi. 51 108 47.2 $40,250 0.4 0.0 0.0 0.0 0.4
55954 / Mabel / MN / 34.1 mi. 49 620 7.9 $28,553 1.3 0.4 0.0 0.0 0.1
54756 / Nelson / WI / 30.4 mi. 44 425 10.4 $34,079 1.6 0.5 0.1 0.1 0.8
55949 / Whalan / MN / 25.7 mi. 39 802 4.9 $35,793 0.9 0.3 0.1 0.1 0.1
54616 / Blair / WI / 25.2 mi. 34 947 3.6 $34,821 1.4 0.9 0.1 0.1 0.2
55988 / Winona / MN / 5.1 mi. 29 81 35.8 $42,292 0.9 0.0 0.0 0.4 0.0
54759 / Pepin / WI / 34.4 mi. 27 637 4.2 $39,375 1.7 0.3 0.2 0.3 0.3
55964 / Plainview / MN / 25.2 mi. 27 1,522 1.8 $42,444 4.7 4.1 0.0 0.1 0.1
55945 / Theilman / MN / 23.2 mi. 22 572 3.8 $39,700 0.6 0.4 0.0 0.0 0.1
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