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	49
2004	10.3	21.8	47
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	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	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	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	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