Comparing the racial diversity of the journalists
at America's daily newspapers
with the communities that they serve
Newsroom diversity report for
Manteca Bulletin
Manteca, California
Owner: Morris Multimedia (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 63.6
2004 Did not report
2003 Did not report
2002 16.7
2001 16.7
2000 16.7
1999 Did not report
1998 20.0
1997 27.3
1996 Did not report
1995 Did not report
1994 Did not report
1993 Did not report
1992 Did not report
1991 16.7
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 Manteca Bulletin
Year Non-white % of newsroom staff Non-white % of circulation area Newsroom Diversity Index (parity=100)
2005 63.6 39.4 161
2004 N/A 39.4 N/A
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 Multimedia (Ga.),
has a companywide, circulation-weighted Diversity Index of 73.
See the notes and definitions section below for the sources of these figures.
Peer group comparison
for Manteca Bulletin
This newspaper's Newsroom Diversity Index is 161. This paper
Peer group
Compare that with 0, which is the median Diversity Index for all newspapers
reporting in this circulation category of 5,001 to 10,000 daily sales.
In that group, this newspaper's Diversity Index ranks 17 out of 211
newspapers reporting in the category of 5,001 to 10,000 daily sales.
FYI, in circulation, this newspaper's average weekday circulation of
approximately 7,918 ranks 916 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 Manteca Bulletin
Circulation area
Race/ethnicity % of population Number of residents
Hispanic 27.0 18,180
Black 2.7 1,821
Asian and Pacific Islander 5.0 3,373
Native-American 0.8 525
Other non-white 0.2 142
Multi-racial 3.8 2,527
  Non-white 39.4 26,568
White 60.6 40,826
Total 67,394
Home county:  San Joaquin
Race/ethnicity % of population Number of residents
Hispanic 30.5 172,073
Black 6.4 36,139
Asian and Pacific Islander 11.3 63,750
Native-American 0.6 3,531
Other non-white 0.2 1,225
Multi-racial 3.5 19,878
  Non-white 52.6 296,596
White 47.4 267,002
Total 563,598
The home county of this newspaper is San Joaquin.
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, 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
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
Manteca Bulletin
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
% of
% of
% of
% of
95336 / Manteca / CA / 0 mi. 3,650 12,167 30.0 $48,544 34.4 23.9 2.2 0.9 3.4
95337 / Manteca / CA / 6.7 mi. 1,951 6,578 29.7 $43,813 37.0 26.6 2.9 0.7 3.6
95330 / Lathrop / CA / 5 mi. 343 3,050 11.2 $54,140 60.9 38.0 4.1 0.6 13.0
95366 / Ripon / CA / 6.2 mi. 93 4,199 2.2 $55,821 23.5 19.3 0.2 0.4 1.4
95231 / French Camp / CA / 6.2 mi. 35 888 3.9 $29,066 62.6 42.9 10.6 0.4 6.2
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