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	24
2004	8.1	42.5	19
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	0.2
79316 / Brownfield / TX / 43.4 mi.	1,064	3,830	27.8	$27,614	50.6	43.9	5.4	0.2	0.2
79072 / Plainview / TX / 42.6 mi.	1,057	9,205	11.5	$31,463	56.0	48.1	6.4	0.4	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	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	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.