Winston-Salem Journal... 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

Winston-Salem Journal

Winston-Salem, North Carolina

Owner: Media General (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

10.6

2004

10.3

2003

8.1

2002

7.1

2001

9.3

2000

7.2

1999

6.4

1998

5.3

1997

3.3

1996

2.2

1995

4.8

1994

2.8

1993

6.9

1992

4.4

1991

Did not report

1990

Did not report

The latest year at peak is

2005

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

Newsroom Diversity Index

for Winston-Salem Journal

Year

Non-white % of newsroom staff

Non-white % of circulation area

Newsroom Diversity Index (parity=100)

2005

10.6

21.7

2004

10.3

21.8

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, Media General (Va.),

has a companywide, circulation-weighted Diversity Index of 39.

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

Peer group comparison

for Winston-Salem Journal

This newspaper's Newsroom Diversity Index is 49.

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 48 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 Florida Today, Melbourne, Florida, with a 19.1 percent non-white staff in a community that is 16.3 percent non-white. Its index is 117.

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

approximately 84,459 ranks 126 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 Winston-Salem Journal

Circulation area

Race/ethnicity

% of population

Number of residents

Hispanic

5.3

32,246

Black

14.7

90,347

Asian and Pacific Islander

0.8

4,723

Native-American

0.2

1,382

Other non-white

0.1

562

Multi-racial

0.7

4,529

Non-white

21.8

133,789

White

78.2

479,248

Total

613,037

Home county: Forsyth

Race/ethnicity

% of population

Number of residents

Hispanic

6.4

19,577

Black

25.2

77,041

Asian and Pacific Islander

1.1

3,203

Native-American

0.3

783

Other non-white

0.1

397

Multi-racial

0.9

2,728

Non-white

33.9

103,729

White

66.1

202,338

Total

306,067

The home county of this newspaper is Forsyth.

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

Winston-Salem Journal

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

27106 / Winston-Salem / NC / 6.3 mi.

7,720

16,575

46.6

$43,890

32.0

7.0

22.3

0.2

1.4

27104 / Winston-Salem / NC / 6.4 mi.

6,481

12,556

51.6

$52,494

14.5

2.7

8.7

0.2

2.0

27103 / Winston-Salem / NC / 6.7 mi.

5,843

12,347

47.3

$41,888

28.8

8.2

17.1

0.2

2.0

27284 / Union Cross / NC / 5.6 mi.

5,465

16,615

32.9

$49,711

12.8

4.0

6.7

0.3

1.0

27105 / Winston-Salem / NC / 3.2 mi.

5,164

15,441

33.4

$30,356

73.6

10.5

61.6

0.3

27107 / Winston-Salem / NC / 3.2 mi.

4,630

14,588

31.7

$36,279

43.6

10.8

31.6

0.3

0.2

27012 / Clemmons / NC / 11.3 mi.

4,416

8,123

54.4

$60,765

8.9

2.2

4.3

0.1

1.4

27127 / Winston-Salem / NC / 5.3 mi.

4,223

10,906

38.7

$42,594

32.1

5.9

23.4

0.3

1.3

27101 / Winston-Salem / NC / 1 mi.

3,655

7,979

45.8

$24,207

65.0

5.7

57.2

0.4

0.5

27030 / White Sulphur Springs / NC / 33.2 mi.

2,518

15,715

16.0

$31,649

11.8

4.9

5.1

0.2

0.9

27006 / Redland / NC / 13.8 mi.

2,212

4,289

51.6

$51,467

4.4

1.4

2.1

0.2

0.3

27295 / Lexington / NC / 19.7 mi.

2,128

13,610

15.6

$40,739

8.7

2.1

3.7

0.3

1.6

27021 / King / NC / 13.9 mi.

2,055

6,257

32.8

$43,856

3.8

1.6

1.2

0.3

27028 / Mocksville / NC / 23.1 mi.

2,026

9,118

22.2

$36,754

14.8

4.4

8.9

0.2

0.3

27023 / West Bend / NC / 11.6 mi.

1,944

3,844

50.6

$59,579

7.6

1.1

4.4

0.2

1.2

27040 / Vienna / NC / 9.9 mi.

1,782

3,659

48.7

$58,463

11.1

1.5

7.9

0.2

0.6

27055 / Yadkinville / NC / 24.2 mi.

1,590

5,131

31.0

$38,511

11.7

7.8

3.1

0.2

0.1

28659 / Windy Gap / NC / 48 mi.

1,224

8,773

14.0

$31,465

12.7

5.9

5.5

0.2

0.4

27045 / Stanleyville / NC / 8.9 mi.

1,181

2,997

39.4

$42,177

17.7

3.8

12.4

0.4

27052 / Walnut Cove / NC / 12.2 mi.

1,024

4,097

25.0

$37,423

15.0

1.5

12.5

0.2

28697 / Wilkesboro / NC / 49.9 mi.

964

5,011

19.2

$39,635

11.5

3.5

6.4

0.1

0.9

27051 / Walkertown / NC / 4.5 mi.

955

2,722

35.1

$44,022

17.6

1.7

14.1

0.4

0.3

27018 / East Bend / NC / 18 mi.

947

2,912

32.5

$39,134

7.5

4.1

2.4

0.2

0.3

27292 / Yadkin College / NC / 19 mi.

910

15,295

5.9

$34,237

22.8

5.2

15.4

0.4

0.9

28621 / Elkin / NC / 35.3 mi.

898

4,180

21.5

$33,483

13.1

8.2

3.9

0.1

0.2

27041 / Pilot Mountain / NC / 26.6 mi.

721

2,909

24.8

$39,506

7.3

2.4

3.8

0.3

28607 / Shulls Mills / NC / 77.2 mi.

679

9,927

6.8

$30,876

5.8

1.7

2.3

0.3

0.8

27050 / Tobaccoville / NC / 12.8 mi.

609

1,514

40.2

$45,038

7.7

1.0

5.9

0.0

0.2

27017 / Stony Knoll / NC / 32.3 mi.

564

3,210

17.6

$32,215

20.2

17.0

2.3

0.2

0.1

27043 / Shoal / NC / 15.8 mi.

550

2,082

26.4

$39,252

6.7

2.3

3.3

0.4

0.1

27020 / Winders Cross Roads / NC / 31.9 mi.

538

2,265

23.8

$37,241

10.8

9.4

0.6

0.1

0.2

27011 / Richmond Hill / NC / 23.8 mi.

535

2,136

25.0

$34,375

10.7

5.7

4.1

0.0

0.2

28642 / Jonesville / NC / 34.1 mi.

535

2,335

22.9

$29,874

12.4

3.9

7.4

0.2

0.1

28675 / Whitehead / NC / 54 mi.

520

2,660

19.5

$28,119

7.1

4.9

1.4

0.1

0.3

27019 / Germanton / NC / 8.8 mi.

483

1,798

26.9

$40,846

3.7

1.1

1.5

0.2

28694 / West Jefferson / NC / 69.8 mi.

462

2,964

15.6

$28,072

5.3

3.9

0.6

0.2

28640 / Wagoner / NC / 68.9 mi.

342

1,708

20.0

$29,884

4.3

2.2

1.0

0.1

0.4

27053 / Westfield / NC / 21.7 mi.

315

1,110

28.4

$32,768

10.1

2.8

6.9

0.0

0.1

27009 / Belews Creek / NC / 10.1 mi.

289

869

33.3

$50,345

9.4

1.1

7.3

0.5

0.1

28676 / State Road / NC / 40.3 mi.

288

1,272

22.6

$38,190

3.2

2.3

0.3

0.0

0.1

28651 / Wilbar / NC / 57.3 mi.

245

2,506

9.8

$39,091

3.4

2.6

0.1

27016 / Hartman / NC / 23.1 mi.

214

695

30.8

$32,813

4.2

2.0

1.3

0.3

0.1

28669 / Roaring River / NC / 41.9 mi.

189

1,176

16.1

$30,888

9.8

2.2

7.3

0.0

0.1

27025 / Madison / NC / 21.5 mi.

186

4,111

4.5

$36,512

17.3

2.3

13.8

0.3

24333 / Meadowcreek / VA / 51.6 mi.

176

7,533

2.3

$29,503

10.4

5.7

3.6

0.2

0.3

27022 / Lawsonville / NC / 26.1 mi.

173

635

27.2

$36,583

5.6

3.3

1.5

0.2

28670 / Ronda / NC / 38.3 mi.

171

1,210

14.1

$31,528

5.6

2.1

2.9

0.1

0.0

28654 / Moravian Falls / NC / 50.8 mi.

165

1,152

14.3

$39,375

8.9

2.8

5.4

0.1

0.2

27360 / Thomasville / NC / 16.2 mi.

140

16,736

0.8

$35,939

17.4

3.8

11.9

0.4

0.5

24171 / Stuart / VA / 33.7 mi.

133

3,835

3.5

$30,281

10.0

2.0

7.0

0.3

0.2

28604 / White Rock / NC / 83.7 mi.

131

2,207

5.9

$34,590

4.3

1.4

1.2

0.2

0.4

28668 / Roaring Gap / NC / 45.8 mi.

123

168.5

$61,154

1.4

0.0

27046 / Sandy Ridge / NC / 25.2 mi.

122

811

15.0

$31,982

5.3

2.8

1.7

0.1

0.4

28677 / Statesville West / NC / 41.2 mi.

121

12,617

1.0

$32,611

32.9

5.9

24.5

0.2

1.5

28635 / Springfield / NC / 50.6 mi.

120

1,341

8.9

$30,381

2.0

1.2

0.2

0.0

0.1

27265 / High Point / NC / 12.3 mi.

117

12,868

0.9

$54,051

20.9

2.3

14.7

0.3

2.7

28643 / Tuckerdale / NC / 74.8 mi.

116

1,307

8.9

$26,993

1.6

0.8

0.1

0.0

0.2

24317 / Cana / VA / 39.8 mi.

103

1,637

6.3

$26,073

2.5

1.4

0.2

0.3

0.1

24343 / Richardson / VA / 50.3 mi.

102

3,710

2.7

$32,206

2.4

1.7

0.1

28605 / Mayview Park / NC / 76.9 mi.

102

1,490

6.8

$48,750

2.4

0.5

0.4

0.3

0.5

27109 / Winston-Salem / NC / 4.5 mi.

100

769.2

12.1

1.5

7.3

0.2

1.5

27235 / Colfax / NC / 10 mi.

901

10.7

$56,071

2.9

0.8

0.5

0.4

28644 / Laurel Springs / NC / 58.8 mi.

647

14.2

$28,036

5.9

4.3

0.2

0.5

0.1

28634 / Houstonville / NC / 31.3 mi.

1,972

4.4

$35,044

19.1

5.3

12.4

0.3

0.2

24053 / Ararat / VA / 35.2 mi.

1,168

7.1

$26,483

9.3

2.9

5.2

0.1

0.3

24328 / Fancy Gap / VA / 43.7 mi.

685

11.4

$37,784

2.2

1.5

0.0

0.1

27288 / Spray / NC / 34.7 mi.

10,254

0.8

$30,094

23.1

2.2

19.7

0.2

0.3

27047 / Siloam / NC / 23 mi.

489

14.3

$36,719

3.0

2.1

0.4

0.0

0.2

28689 / Union Grove / NC / 37.2 mi.

682

10.3

$34,526

5.2

2.6

1.7

0.2

0.1

27024 / Lowgap / NC / 41.8 mi.

1,004

6.9

$32,404

3.8

1.9

0.5

0.8

0.0

28683 / Thurmond / NC / 41.7 mi.

648

10.5

$38,023

2.1

0.9

0.1

0.4

0.1

28693 / Warrensville / NC / 74 mi.

782

8.7

$28,125

1.6

0.8

0.2

0.0

0.2

27409 / Guilford College / NC / 14.4 mi.

6,447

1.0

$40,483

32.9

5.5

22.5

0.3

3.1

28627 / Hare / NC / 47.5 mi.

613

10.6

$29,679

4.3

2.6

0.7

0.4

0.3

28617 / Weaversford / NC / 65.5 mi.

942

6.6

$30,929

4.9

2.6

1.4

0.6

0.1

28665 / Walsh / NC / 62.2 mi.

1,013

6.1

$35,380

1.5

0.9

0.1

0.0

28625 / Statesville / NC / 41.6 mi.

11,835

0.5

$42,484

17.4

3.5

11.2

0.2

1.7

28657 / Valley / NC / 91.2 mi.

4,256

1.4

$31,288

4.1

2.9

0.4

0.1

0.2

27042 / Pine Hall / NC / 17.1 mi.

261

21.5

$36,875

12.2

2.8

8.3

0.5

0.2

28606 / Boomer / NC / 47.4 mi.

769

7.3

$33,387

13.1

1.3

11.3

0.1

27007 / Ash Hill / NC / 27.2 mi.

494

10.7

$39,085

8.7

6.9

1.2

0.2

0.0

28623 / Saddle / NC / 48.1 mi.

655

7.9

$28,669

9.0

7.1

1.2

0.2

0.0

28685 / Traphill / NC / 45.7 mi.

815

6.3

$35,513

2.4

1.1

1.0

0.1

0.0

28624 / Hendrix / NC / 63.2 mi.

577

8.7

$28,967

2.8

0.3

2.2

0.2

0.0

28663 / Piney Creek / NC / 63.2 mi.

248

20.2

$34,405

5.0

3.8

0.7

0.0

27027 / Mayodan / NC / 22.8 mi.

1,950

2.5

$28,082

14.0

3.7

9.1

0.2

28626 / Fleetwood / NC / 69.8 mi.

762

6.4

$33,500

3.7

2.0

1.1

0.2

0.1

28692 / Vilas / NC / 83.2 mi.

1,456

3.4

$37,790

2.0

1.1

0.4

0.1

0.2

28698 / Zionville / NC / 81.3 mi.

939

5.2

$30,147

1.5

0.7

0.0

0.1

0.2

27262 / High Point / NC / 13.4 mi.

9,690

0.5

$36,208

31.7

6.7

21.0

0.4

2.2

28679 / Sweetwater / NC / 85.9 mi.

622

7.6

$28,750

2.5

1.2

0.3

0.1

28629 / Glendale Springs / NC / 63.3 mi.

209.1

$43,958

0.0

28684 / Woodford / NC / 74.3 mi.

876

4.9

$31,125

2.1

1.1

0.4

0.2

24076 / Claudville / VA / 33.5 mi.

392

10.7

$30,313

3.5

2.1

0.7

0.0

0.1

27048 / Stoneville / NC / 27.3 mi.

3,285

1.2

$37,712

20.3

6.3

12.9

0.1

0.2

28618 / Triplett / NC / 69.3 mi.

747

5.0

$33,135

4.0

1.3

0.8

0.4

0.5

24348 / Independence / VA / 59 mi.

1,819

1.9

$27,784

5.6

2.0

2.8

0.1

27406 / Vandalia / NC / 23.3 mi.

19,649

0.2

$37,903

58.5

2.4

52.8

0.7

1.2

28631 / Sussex / NC / 69.8 mi.

220

15.0

$28,654

10.2

7.8

1.2

0.6

0.0

27310 / Oak Ridge / NC / 11.8 mi.

1,462

2.1

$70,699

6.1

1.4

3.4

0.2

0.6

28615 / Parker / NC / 66.6 mi.

841

3.7

$24,755

3.0

1.7

0.3

0.1

0.5

27407 / Sedgefield / NC / 18 mi.

17,282

0.2

$43,710

40.3

6.9

24.8

0.5

5.8

28115 / Mooresville / NC / 47.3 mi.

9,542

0.3

$40,322

16.5

2.0

12.4

0.4

0.9

27263 / High Point / NC / 17.1 mi.

7,832

0.3

$37,832

12.3

2.3

5.5

0.8

2.7

27403 / Greensboro / NC / 19.8 mi.

8,393

0.3

$36,427

30.4

4.3

19.8

0.6

4.1

27405 / Tennessee Acres / NC / 22.6 mi.

16,190

0.2

$31,791

62.2

5.9

52.0

0.5

2.1

27410 / Ridgefield / NC / 16.4 mi.

19,522

0.1

$60,353

15.3

2.3

8.9

0.2

2.6

27357 / Stokesdale / NC / 14.2 mi.

2,477

1.0

$47,758

10.2

2.7

5.8

0.4

0.3

28646 / Linville / NC / 87.3 mi.

115

20.9

$44,000

2.2

0.0

0.4

28649 / Radical / NC / 53.2 mi.

358

6.1

$42,250

1.5

0.5

0.0

0.1

0.0

27260 / High Point / NC / 13.9 mi.

9,482

0.2

$24,940

75.1

6.4

63.1

0.5

3.6

File

nc_winston-salem_journal

Time

5/20/05 3:50 PM

Page

126

Member

133850