Comparing the racial diversity of the journalists
at America's daily newspapers
with the communities that they serve
Newsroom diversity report for
The Herald-Sun, Durham
Durham, North Carolina
Owner: Paxton Media Group (Ky.)
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	12.1
2004	6.0
2003	10.8
2002	14.9
2001	13.7
2000	15.9
1999	10.4
1998	16.2
1997	13.4
1996	10.0
1995	11.9
1994	16.4
1993	13.1
1992	9.7
1991	Did not report
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 Herald-Sun, Durham
Year	Non-white % of newsroom staff	Non-white % of circulation area	Newsroom Diversity Index (parity=100)
2005	12.1	43.0	28
2004	6.0	41.1	15
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, Paxton Media Group (Ky.),
has a companywide, circulation-weighted Diversity Index of 18.
See the notes and definitions section below for the sources of these figures.
Peer group comparison
for The Herald-Sun, Durham
This newspaper's Newsroom Diversity Index is 28.				This paper
				Peer group
Compare that with 50, which is the median Diversity Index for all newspapers
reporting in this circulation category of 50,001 to 100,000 daily sales.
In that group, this newspaper's Diversity Index ranks 69 out of 90
newspapers reporting in the 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 The Times, Shreveport, Louisiana, with a 31.1 percent non-white staff in a community that is 41.3 percent non-white. Its index is 75.
FYI, in circulation, this newspaper's average weekday circulation of
approximately 50,379 ranks 204 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 Herald-Sun, Durham
	Circulation area
Race/ethnicity	% of population	Number of residents
Hispanic	5.9	25,364
Black	30.5	130,580
Asian and Pacific Islander	2.9	12,598
Native-American	0.3	1,322
Other non-white	0.2	765
Multi-racial	1.3	5,466
Non-white	41.1	176,095
White	58.9	252,672
Total		428,767
	Home county:  Durham
Race/ethnicity	% of population	Number of residents
Hispanic	7.6	17,039
Black	39.2	87,516
Asian and Pacific Islander	3.3	7,376
Native-American	0.2	531
Other non-white	0.2	436
Multi-racial	1.4	3,045
Non-white	51.9	115,943
White	48.1	107,371
Total		223,314
The home county of this newspaper is Durham.
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 Herald-Sun, Durham
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
27705 / Durham / NC / 4.2 mi.	6,961	17,329	40.2	$38,470	35.5	8.0	20.2	0.2	5.2
27707 / Shannon Plaza / NC / 6.5 mi.	5,770	17,278	33.4	$41,695	61.9	9.2	48.1	0.2	2.8
27514 / Chapel Hill / NC / 11.1 mi.	4,562	18,932	24.1	$47,082	20.9	3.3	9.1	0.4	6.4
27704 / Durham / NC / 1.3 mi.	3,859	10,602	36.4	$37,604	59.6	4.9	51.8	0.3	1.2
27703 / East Durham / NC / 5.5 mi.	3,738	11,612	32.2	$41,435	63.3	10.3	50.9	0.2	0.8
27713 / Durham / NC / 9 mi.	3,128	13,228	23.6	$57,755	48.5	3.8	34.5	0.3	7.8
27712 / North Durham / NC / 3.3 mi.	3,107	6,589	47.2	$65,400	19.9	1.3	15.3	0.2	2.0
27278 / West Hillsborough / NC / 11.1 mi.	2,740	7,884	34.8	$46,629	24.5	2.8	19.2	0.4	0.7
27573 / Roxboro / NC / 22.7 mi.	2,647	9,772	27.1	$35,374	36.6	2.2	32.8	0.7	0.2
27565 / Oxford / NC / 22.3 mi.	2,106	8,790	24.0	$37,156	48.2	4.1	43.0	0.2	0.3
27701 / East Durham / NC / 3.6 mi.	1,678	9,232	18.2	$23,871	76.2	14.7	58.1	0.2	1.6
27536 / Henderson / NC / 30.4 mi.	1,305	15,136	8.6	$30,101	53.2	4.7	47.3	0.2	0.4
27516 / Chapel Hill / NC / 15.3 mi.	1,013	11,409	8.9	$52,618	21.4	3.2	12.7	0.2	3.8
27503 / Bahama / NC / 7 mi.	877	1,270	69.1	$55,272	13.0	1.2	10.3	0.2	0.5
27510 / Carrboro / NC / 13.7 mi.	745	6,730	11.1	$31,220	38.2	14.1	16.9	0.2	4.9
27522 / Northside / NC / 10.8 mi.	664	3,497	19.0	$39,736	23.9	2.4	19.4	0.4	0.4
27572 / Rougemont / NC / 11.5 mi.	662	2,449	27.0	$51,136	17.9	2.5	13.6	0.4	0.3
27509 / Butner / NC / 8.4 mi.	479	1,478	32.4	$40,640	57.5	6.7	47.1	1.1	0.8
27312 / Pittsboro / NC / 22.9 mi.	386	5,149	7.5	$47,611	25.1	3.3	19.9	0.3	0.5
27302 / Mebane / NC / 21.3 mi.	372	8,549	4.4	$41,171	26.1	3.9	20.3	0.3	0.4
27243 / Efland / NC / 16.9 mi.	323	1,271	25.4	$40,625	18.8	4.2	12.9	0.3	0.3
27231 / Cedar Grove / NC / 17.4 mi.	223	740	30.1	$49,028	37.6	5.3	30.7	0.8	0.2
27581 / Stem / NC / 12.6 mi.	221	974	22.7	$45,505	17.0	3.7	11.4	0.7	0.3
27541 / Hurdle Mills / NC / 13.9 mi.	220	1,323	16.6	$42,283	17.3	2.7	13.3	0.4	0.2
27525 / Franklinton / NC / 22.5 mi.	171	4,017	4.3	$38,131	40.1	5.0	33.5	0.3	0.3
27706 / East Durham / NC / 4.7 mi.	146	63	231.7	$127,873	27.8	3.9	9.9	0.3	10.0
27589 / Warrenton / NC / 43.9 mi.	127	3,211	4.0	$25,767	70.5	1.8	58.4	8.9	0.1
27560 / Morrisville / NC / 14.7 mi.	103	4,487	2.3	$62,056	22.0	3.4	9.3	0.5	7.2
27607 / State University / NC / 18.7 mi.	103	7,162	1.4	$53,438	22.6	4.6	10.9	0.2	5.2
27511 / Cary / NC / 19.6 mi.	102	17,117	0.6	$68,382	19.0	5.7	5.9	0.2	5.6
27582 / Stovall / NC / 30.2 mi.	90	30	300.0	$35,000	0.0	0.0	0.0	0.0	0.0
27563 / Norlina / NC / 43.7 mi.	47	1,805	2.6	$27,131	64.5	1.0	62.5	0.3	0.2
27583 / Timberlake / NC / 12.7 mi.	37	1,797	2.1	$46,427	18.6	1.5	15.3	0.4	0.2
27291 / Osmond / NC / 28.5 mi.	25	781	3.2	$36,216	27.5	0.9	26.0	0.2	0.1
28557 / Morehead City / NC / 140.5 mi.	7	5,809	0.1	$37,615	14.4	1.7	10.2	0.5	0.7
File	nc_the_herald-sun__durham
Time	5/19/05 5:08 PM
Page	204
Member	132450