Comparing the racial diversity of the journalists
at America's daily newspapers
with the communities that they serve
Newsroom diversity report for
Wisconsin State Journal, Madison
Madison, Wisconsin
Owner: Lee Enterprises (Iowa)
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	4.9
2004	4.7
2003	4.9
2002	5.3
2001	4.8
2000	6.1
1999	Did not report
1998	2.2
1997	2.6
1996	6.3
1995	5.4
1994	2.9
1993	2.8
1992	2.6
1991	1.5
1990	4.2
The latest year at peak is	1996
See the notes and definitions section below for the sources of these figures.
Newsroom Diversity Index
for Wisconsin State Journal, Madison
Year	Non-white % of newsroom staff	Non-white % of circulation area	Newsroom Diversity Index (parity=100)
2005	4.9	9.0	54
2004	4.7	8.8	54
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, Lee Enterprises (Iowa),
has a companywide, circulation-weighted Diversity Index of 47.
See the notes and definitions section below for the sources of these figures.
Peer group comparison
for Wisconsin State Journal, Madison
This newspaper's Newsroom Diversity Index is 54.				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 40 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 Lincoln Journal Star, Nebraska, with a 9.9 percent non-white staff in a community that is 8.3 percent non-white. Its index is 119.
FYI, in circulation, this newspaper's average weekday circulation of
approximately 90,741 ranks 116 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 Wisconsin State Journal, Madison
	Circulation area
Race/ethnicity	% of population	Number of residents
Hispanic	2.5	17,965
Black	2.5	18,160
Asian and Pacific Islander	2.2	15,768
Native-American	0.3	2,406
Other non-white	0.1	612
Multi-racial	1.1	7,804
Non-white	8.8	62,715
White	91.2	651,577
Total		714,292
	Home county:  Dane
Race/ethnicity	% of population	Number of residents
Hispanic	3.4	14,387
Black	4.0	16,829
Asian and Pacific Islander	3.5	14,773
Native-American	0.3	1,198
Other non-white	0.1	510
Multi-racial	1.5	6,232
Non-white	12.6	53,929
White	87.4	372,597
Total		426,526
The home county of this newspaper is Dane.
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
Wisconsin State Journal, Madison
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
53713 / Monona / WI / 5.7 mi.	6,337	9,924	63.9	$32,558	42.6	15.1	17.1	0.4	7.0
53711 / Madison / WI / 7.5 mi.	5,582	17,352	32.2	$56,672	16.3	3.7	6.2	0.2	4.1
53704 / Maple Bluff / WI / 1.4 mi.	5,337	19,615	27.2	$42,958	17.8	4.7	7.0	0.4	3.3
53590 / Sun Prairie / WI / 7.3 mi.	3,388	9,865	34.3	$55,456	7.6	2.3	2.5	0.3	1.2
53705 / Shorewood Hills / WI / 7.2 mi.	3,287	13,291	24.7	$45,786	19.2	3.0	2.0	0.3	12.0
53562 / Middleton / WI / 9.4 mi.	3,165	8,430	37.5	$55,962	8.1	2.3	1.7	0.3	2.4
53716 / Monona Grove / WI / 2.1 mi.	2,864	8,117	35.3	$52,002	8.0	2.4	2.6	0.3	1.2
53719 / Madison / WI / 9.8 mi.	2,359	7,996	29.5	$55,006	16.5	4.3	4.7	0.3	5.4
53593 / Verona / WI / 13.9 mi.	2,242	4,571	49.0	$69,745	3.0	0.8	0.6	0.2	0.7
53597 / Westport / WI / 8.3 mi.	2,163	4,831	44.8	$59,742	2.4	0.8	0.4	0.1	0.5
53589 / Stoughton / WI / 11.9 mi.	2,022	7,377	27.4	$52,787	3.5	1.1	0.7	0.2	0.7
53717 / Madison / WI / 9.6 mi.	1,939	4,865	39.9	$59,934	15.5	3.7	4.0	0.1	6.0
53714 / Monona / WI / 0.1 mi.	1,754	6,983	25.1	$45,980	13.7	3.4	5.8	0.3	2.0
53703 / Madison / WI / 3.2 mi.	1,632	12,694	12.9	$20,443	15.3	3.6	4.6	0.3	5.0
53575 / Oregon / WI / 11.4 mi.	1,580	4,779	33.1	$61,274	5.9	1.1	3.3	0.2	0.6
53532 / De Forest / WI / 8.9 mi.	1,523	4,079	37.3	$60,308	4.8	1.8	1.1	0.3	0.6
53545 / Janesville / WI / 29.2 mi.	1,477	16,794	8.8	$44,346	6.3	2.5	1.4	0.3	1.0
53558 / McFarland / WI / 6.1 mi.	1,269	3,374	37.6	$66,015	3.6	1.4	0.3	0.3	0.8
53965 / Wisconsin Dells / WI / 45.5 mi.	1,228	3,651	33.6	$39,162	5.9	1.5	0.5	2.9	0.3
53566 / Monroe / WI / 35.9 mi.	1,089	6,082	17.9	$39,624	2.6	1.1	0.3	0.2	0.3
53572 / Mount Horeb / WI / 21.1 mi.	1,089	3,169	34.4	$57,063	2.2	0.7	0.3	0.2	0.4
53913 / West Baraboo / WI / 31.7 mi.	1,071	7,259	14.8	$40,857	4.0	1.5	0.4	1.1	0.4
53901 / Portage / WI / 29.5 mi.	1,033	5,389	19.2	$40,374	7.1	2.6	2.6	0.4	0.6
53718 / Madison / WI / 5.5 mi.	1,012	1,493	67.8	$61,948	6.0	1.6	1.9	0.4	1.0
53581 / Richland Center / WI / 52.6 mi.	1,009	4,141	24.4	$32,334<