Lubbock Avalanche-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

Lubbock Avalanche-Journal

Lubbock, Texas

Owner: Morris Communications (Ga.)

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

10.0

2004

8.1

2003

9.8

2002

10.2

2001

3.9

2000

7.4

1999

7.3

1998

6.5

1997

5.6

1996

Did not report

1995

17.1

1994

Did not report

1993

8.9

1992

Did not report

1991

Did not report

1990

Did not report

The latest year at peak is

1995

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

Newsroom Diversity Index

for Lubbock Avalanche-Journal

Year

Non-white % of newsroom staff

Non-white % of circulation area

Newsroom Diversity Index (parity=100)

2005

10.0

42.5

2004

8.1

42.5

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, Morris Communications (Ga.),

has a companywide, circulation-weighted Diversity Index of 21.

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

Peer group comparison

for Lubbock Avalanche-Journal

This newspaper's Newsroom Diversity Index is 24.

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 74 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 52,976 ranks 194 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 Lubbock Avalanche-Journal

Circulation area

Race/ethnicity

% of population

Number of residents

Hispanic

34.3

141,717

Black

6.2

25,560

Asian and Pacific Islander

0.8

3,324

Native-American

0.3

1,362

Other non-white

0.1

211

Multi-racial

0.8

3,101

Non-white

42.5

175,275

White

57.5

237,417

Total

412,692

Home county: Lubbock

Race/ethnicity

% of population

Number of residents

Hispanic

27.5

66,609

Black

7.5

18,184

Asian and Pacific Islander

1.3

3,130

Native-American

0.3

815

Other non-white

0.1

146

Multi-racial

0.8

2,039

Non-white

37.5

90,923

White

62.5

151,705

Total

242,628

The home county of this newspaper is Lubbock.

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

Lubbock Avalanche-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

79424 / Lubbock / TX / 12.2 mi.

5,363

10,817

49.6

$54,132

12.5

7.9

1.3

0.2

2.4

79413 / Lubbock / TX / 3.8 mi.

4,303

8,703

49.4

$37,453

21.1

15.6

3.5

0.3

0.8

79423 / Lubbock / TX / 6 mi.

4,204

9,222

45.6

$46,849

21.3

16.2

3.1

0.4

0.8

79416 / Lubbock / TX / 8.5 mi.

2,990

9,591

31.2

$34,706

25.9

18.7

3.8

0.2

2.1

79412 / Lubbock / TX / 2.8 mi.

2,291

5,714

40.1

$26,786

54.9

42.9

10.3

0.4

0.5

79414 / Lubbock / TX / 5.2 mi.

2,060

7,395

27.9

$27,612

29.1

21.2

4.7

0.4

1.7

79401 / Lubbock / TX / 0 mi.

1,932

4,422

43.7

$17,791

66.0

45.3

13.7

0.4

5.4

79407 / Lubbock / TX / 7.9 mi.

1,919

7,063

27.2

$28,895

29.9

22.4

4.9

0.5

1.0

79410 / Lubbock / TX / 3 mi.

1,836

4,196

43.8

$29,331

21.7

15.7

3.6

0.6

1.1

79403 / Lubbock / TX / 8.1 mi.

1,587

4,885

32.5

$24,035

75.9

38.4

36.2

0.3

0.1

79336 / Levelland / TX / 31.7 mi.

1,515

5,868

25.8

$30,586

42.8

37.3

4.3

0.4

0.1

79415 / Lubbock / TX / 3.7 mi.

1,429

5,903

24.2

$21,113

68.9

62.3

4.4

0.3

1.0

79404 / Lubbock / TX / 7.7 mi.

1,393

3,044

45.8

$25,243

79.8

52.3

26.4

0.2

79316 / Brownfield / TX / 43.4 mi.

1,064

3,830

27.8

$27,614

50.6

43.9

5.4

0.2

79072 / Plainview / TX / 42.6 mi.

1,057

9,205

11.5

$31,463

56.0

48.1

6.4

0.4

79364 / Slaton / TX / 13.7 mi.

974

3,008

32.4

$27,939

44.8

37.6

6.2

0.3

0.2

79331 / Lamesa / TX / 58.2 mi.

862

4,468

19.3

$27,919

58.2

48.4

9.0

0.2

79339 / Littlefield / TX / 33.4 mi.

781

2,718

28.7

$27,260

48.8

42.9

4.8

0.3

0.1

79363 / Shallowater / TX / 13.4 mi.

607

1,645

36.9

$38,027

23.6

21.7

0.7

0.6

0.1

88240 / Hobbs / NM / 109.1 mi.

591

11,121

5.3

$28,115

49.5

40.9

6.3

0.8

0.4

79347 / Muleshoe / TX / 67.2 mi.

526

2,332

22.6

$28,093

48.6

46.2

1.1

0.2

0.1

79382 / Wolfforth / TX / 12.3 mi.

513

1,650

31.1

$36,661

21.2

19.3

1.0

0.2

79323 / Denver City / TX / 67.4 mi.

512

1,941

26.4

$31,181

48.7

46.4

1.4

0.5

0.2

79311 / Abernathy / TX / 22.8 mi.

498

1,251

39.8

$32,393

42.3

38.6

2.4

0.5

0.2

79356 / Post / TX / 41.9 mi.

489

1,681

29.1

$26,810

43.4

37.5

4.4

0.1

79360 / Seminole / TX / 79.5 mi.

487

3,369

14.5

$31,052

32.9

30.3

1.5

0.2

79235 / Floydada / TX / 39.7 mi.

482

1,666

28.9

$25,787

50.9

45.8

4.0

0.5

0.2

79373 / Tahoka / TX / 26.3 mi.

420

1,339

31.4

$25,878

47.2

41.7

4.0

0.7

0.1

79329 / Idalou / TX / 12.8 mi.

411

1,117

36.8

$34,667

39.2

37.5

0.5

0.3

79411 / Lubbock / TX / 1.6 mi.

375

2,198

17.1

$22,643

50.7

40.8

7.1

0.6

0.7

79549 / Snyder / TX / 70.3 mi.

324

5,215

6.2

$31,737

33.7

28.6

3.9

0.3

79405 / Lubbock / TX / 1.1 mi.

317

1,016

31.2

$22,092

81.3

70.4

10.2

0.2

0.1

79322 / Crosbyton / TX / 39.2 mi.

300

818

36.7

$24,688

50.2

44.5

5.0

0.1

0.0

79357 / Ralls / TX / 27.9 mi.

289

969

29.8

$24,858

55.8

53.6

1.9

0.1

0.0

79370 / Spur / TX / 58.5 mi.

265

740

35.8

$27,782

38.0

27.1

10.2

0.1

0.2

79366 / Ransom Canyon / TX / 9.8 mi.

260

612

42.5

$58,661

6.7

4.9

0.5

0.3

79359 / Seagraves / TX / 62.1 mi.

253

1,033

24.5

$29,551

57.7

50.8

5.0

0.6

0.0

79346 / Morton / TX / 59.6 mi.

249

980

25.4

$26,921

53.3

46.9

5.3

0.5

0.2

88345 / Ruidoso / NM / 219 mi.

242

4,210

5.7

$38,882

21.9

18.3

0.3

1.9

0.3

79064 / Olton / TX / 46.1 mi.

228

972

23.5

$27,083

58.7

56.0

1.6

0.3

0.1

79027 / Dimmitt / TX / 69.3 mi.

218

1,806

12.1

$29,973

55.6

52.6

2.4

0.3

0.0

88260 / Lovington / NM / 105.6 mi.

210

4,298

4.9

$28,516

50.8

46.8

2.4

0.4

0.3

79313 / Anton / TX / 23.6 mi.

195

629

31.0

$30,602

44.7

39.6

4.6

0.1

0.0

79343 / Lorenzo / TX / 19.7 mi.

194

667

29.1

$29,145

54.3

48.4

5.2

0.3

0.1

79372 / Sundown / TX / 38.5 mi.

189

480

39.4

$33,894

41.5

39.3

1.0

0.1

79241 / Lockney / TX / 51.4 mi.

187

1,014

18.4

$28,958

49.0

46.0

2.3

0.3

79355 / Plains / TX / 62.8 mi.

185

652

28.4

$33,073

48.5

46.8

0.5

0.1

79041 / Hale Center / TX / 34.2 mi.

182

1,194

15.2

$29,153

53.3

48.8

3.7

0.2

0.0

88101 / Clovis / NM / 103.5 mi.

177

15,601

1.1

$28,934

42.3

30.9

6.9

0.6

2.0

79250 / Petersburg / TX / 26.2 mi.

175

587

29.8

$30,550

56.4

53.8

1.9

0.4

0.0

79371 / Sudan / TX / 54.3 mi.

164

461

35.6

$32,250

37.6

31.4

4.8

0.2

0.0

88220 / Carlsbad / NM / 173.7 mi.

155

12,618

1.2

$32,829

39.3

35.3

1.6

0.7

0.6

79351 / Odonnell / TX / 39.7 mi.

151

580

26.0

$27,667

52.3

49.9

0.6

0.5

0.1

79088 / Tulia / TX / 67 mi.

147

2,117

6.9

$29,558

43.6

35.4

7.2

0.4

0.1

79248 / Paducah / TX / 95.8 mi.

146

785

18.6

$24,563

29.8

19.1

9.5

0.1

0.0

79031 / Earth / TX / 56.6 mi.

139

467

29.8

$26,522

50.2

47.1

2.5

0.5

0.0

79035 / Friona / TX / 90.3 mi.

134

1,720

7.8

$32,500

53.1

50.9

1.1

0.3

79720 / Big Spring / TX / 92.5 mi.

134

10,850

1.2

$30,531

44.1

38.2

4.0

0.4

0.6

79714 / Andrews / TX / 99.7 mi.

129

4,593

2.8

$34,086

43.7

40.0

1.5

0.5

0.7

79381 / Wilson / TX / 20.3 mi.

125

288

43.4

$30,278

48.3

46.4

1.0

0.4

0.0

79244 / Matador / TX / 71.1 mi.

124

364

34.1

$28,571

18.9

11.8

4.9

0.7

0.5

79358 / Ropesville / TX / 21.5 mi.

119

449

26.5

$33,235

40.2

37.6

1.4

0.5

0.1

88130 / Portales / NM / 91.2 mi.

113

6,155

1.8

$26,584

38.8

34.5

1.6

0.9

0.6

79350 / New Deal / TX / 10.5 mi.

111

188

59.0

$36,000

40.2

39.5

0.5

0.0

79701 / Midland / TX / 118.6 mi.

110

8,543

1.3

$27,369

63.5

50.2

11.9

0.4

0.3

79325 / Farwell / TX / 82.4 mi.

104

809

12.9

$31,065

33.3

31.2

0.5

0.3

0.6

79703 / Midland / TX / 124.1 mi.

100

6,822

1.5

$36,566

38.6

31.8

4.6

0.4

0.9

79312 / Amherst / TX / 44.9 mi.

329

30.1

$28,542

44.5

35.4

8.8

0.0

79556 / Sweetwater / TX / 115.8 mi.

5,299

1.8

$26,271

34.4

28.2

5.1

0.2

79045 / Hereford / TX / 104.9 mi.

6,073

1.6

$29,570

61.5

59.2

1.4

0.3

0.2

79345 / Meadow / TX / 33.5 mi.

326

28.5

$30,357

53.8

51.8

0.1

0.4

0.0

79367 / Smyer / TX / 18.7 mi.

265

34.3

$32,174

33.4

29.8

2.3

0.4

0.0

79043 / Hart / TX / 58.2 mi.

551

15.4

$27,063

68.8

64.8

2.8

0.8

0.0

79379 / Whiteface / TX / 50.2 mi.

213

36.2

$30,833

45.8

42.0

2.3

0.8

0.0

88201 / Roswell / NM / 154.7 mi.

19,972

0.4

$28,468

46.2

41.8

2.0

0.7

0.6

79762 / Odessa / TX / 119.3 mi.

14,461

0.5

$35,720

31.5

25.1

3.8

0.6

1.2

79512 / Colorado City / TX / 98.7 mi.

2,370

3.1

$25,509

45.2

30.1

13.9

0.2

0.4

79528 / Jayton / TX / 74.4 mi.

242

30.2

$35,481

10.6

10.4

0.2

0.0

88210 / Artesia / NM / 151.3 mi.

5,731

1.2

$31,277

46.0

43.2

0.9

0.8

0.2

79782 / Stanton / TX / 96.8 mi.

1,246

4.2

$30,283

47.7

44.8

2.1

0.2

79009 / Bovina / TX / 81.1 mi.

660

7.7

$26,875

69.6

67.7

1.1

0.3

0.0

88231 / Eunice / NM / 112 mi.

1,072

4.8

$32,083

39.4

36.7

1.0

0.5

0.1

79256 / Roaring Springs / TX / 63.4 mi.

153

32.0

$27,125

9.2

6.6

1.4

0.0

79378 / Wellman / TX / 50.2 mi.

61.3

$48,750

26.9

26.5

0.0

79738 / Gail / TX / 62.6 mi.

54.5

$35,208

10.9

9.2

0.0

0.8

0.0

88267 / Tatum / NM / 90.2 mi.

458

9.4

$28,533

38.0

35.3

0.8

0.6

0.1

79082 / Springlake / TX / 53.3 mi.

39.2

$24,107

31.7

29.1

2.5

0.0

79713 / Ackerly / TX / 65.7 mi.

231

16.0

$32,222

37.7

36.7

0.2

0.0

79255 / Quitaque / TX / 79.6 mi.

240

15.0

$26,875

31.5

25.0

4.7

0.2

0.0

79257 / Silverton / TX / 72.2 mi.

476

7.4

$30,250

24.0

21.8

1.1

0.3

0.1

79261 / Turkey / TX / 89 mi.

253

12.3

$20,536

30.6

26.0

3.9

0.2

79052 / Kress / TX / 56.3 mi.

523

5.7

$31,435

46.9

43.6

2.7

0.3

0.0

88242 / Hobbs / NM / 97 mi.

1,785

1.6

$43,022

22.3

19.0

0.6

0.5

0.6

79342 / Loop / TX / 56.8 mi.

140

19.3

$31,000

40.4

39.8

0.4

0.0

79705 / Midland / TX / 106.3 mi.

11,012

0.2

$44,673

35.5

22.9

10.8

0.3

0.7

79383 / New Home / TX / 18 mi.

124

18.5

$37,813

49.0

0.0

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