Comparing the racial diversity of the journalists
at America's daily newspapers
with the communities that they serve
Newsroom diversity report for
East Oregonian, Pendleton
Pendleton, Oregon
Owner: East Oregonian Publishing (Ore.)
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	12.5
2002	0.0
2001	0.0
2000	0.0
1999	14.3
1998	7.1
1997	7.1
1996	0.0
1995	Did not report
1994	Did not report
1993	Did not report
1992	0.0
1991	Did not report
1990	0.0
The latest year at peak is	1999
See the notes and definitions section below for the sources of these figures.
Newsroom Diversity Index
for East Oregonian, Pendleton
Year	Non-white % of newsroom staff	Non-white % of circulation area	Newsroom Diversity Index (parity=100)
2005	N/A	22.6	N/A
2004	0.0	22.5	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, East Oregonian Publishing (Ore.),
has a companywide, circulation-weighted Diversity Index of 107.
See the notes and definitions section below for the sources of these figures.
Peer group comparison
for East Oregonian, Pendleton
		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 Enterprise Ledger, Alabama, with a 16.7 percent non-white staff in a community that is 24.4 percent non-white. Its index is 68.
FYI, in circulation, this newspaper's average weekday circulation of
approximately 10,145 ranks 790 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 East Oregonian, Pendleton
	Circulation area
Race/ethnicity	% of population	Number of residents
Hispanic	16.0	11,420
Black	0.7	529
Asian and Pacific Islander	0.8	569
Native-American	3.3	2,347
Other non-white	0.2	137
Multi-racial	1.5	1,078
Non-white	22.5	16,080
White	77.6	55,537
Total		71,617
	Home county:  Umatilla
Race/ethnicity	% of population	Number of residents
Hispanic	16.1	11,366
Black	0.8	535
Asian and Pacific Islander	0.8	569
Native-American	3.2	2,258
Other non-white	0.2	118
Multi-racial	1.5	1,032
Non-white	22.5	15,878
White	77.5	54,670
Total		70,548
The home county of this newspaper is Umatilla.
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
East Oregonian, Pendleton
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
97801 / Pendleton / OR / 0 mi.	4,564	7,885	57.9	$37,985	16.7	5.0	1.2	7.6	0.9
97838 / Hermiston / OR / 24.6 mi.	2,374	7,776	30.5	$38,187	25.9	21.7	0.9	0.7	1.2
97882 / Umatilla / OR / 27.7 mi.	391	1,761	22.2	$34,886	36.5	33.3	0.7	1.0	0.4
97836 / Heppner / OR / 39.7 mi.	360	868	41.5	$36,111	4.0	2.0	0.0	0.8	0.3
97868 / Pilot Rock / OR / 11.8 mi.	348	796	43.7	$36,094	8.7	2.2	0.2	4.6	0.2
97862 / Milton-Freewater / OR / 25.2 mi.	268	4,073	6.6	$30,690	25.9	23.5	0.2	0.5	0.4
97813 / Athena / OR / 16.8 mi.	234	508	46.1	$37,955	9.8	4.5	0.0	3.1	0.3
97844 / Irrigon / OR / 34.9 mi.	198	1,263	15.7	$36,600	28.1	24.1	0.1	1.5	0.5
97818 / Boardman / OR / 41.6 mi.	194	1,197	16.2	$38,169	47.6	43.2	0.3	1.5	0.6
97875 / Stanfield / OR / 20.5 mi.	194	901	21.5	$36,132	29.9	25.4	0.3	1.2	0.5
97826 / Echo / OR / 18.5 mi.	171	397	43.1	$35,789	12.2	9.1	0.1	0.4	0.3
97843 / Ione / OR / 47.5 mi.	119	261	45.6	$42,417	5.5	3.1	0.0	0.2	0.2
97810 / Adams / OR / 12.4 mi.	113	274	41.2	$42,250	23.4	1.3	0.0	19.0	1.0
97886 / Weston / OR / 19.2 mi.	111	466	23.8	$36,422	15.5	10.7	0.2	2.2	0.2
97823 / Condon / OR / 69 mi.	92	482	19.1	$32,125	3.2	1.4	0.3	0.5	0.3
97850 / La Grande / OR / 39.1 mi.	79	6,622	1.2	$33,621	7.9	2.7	0.6	0.8	1.8
97812 / Arlington / OR / 62.7 mi.	66	337	19.6	$35,729	5.1	2.5	0.0	1.2	0.0
97835 / Helix / OR / 15.9 mi.	30	126	23.8	$43,750	6.4	1.7	0.0	1.4	0.3
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