The Gadsden Times... 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

The Gadsden Times

Gadsden, Alabama

Owner: New York Times Co.

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

4.8

2003

13.0

2002

8.0

2001

4.2

2000

0.0

1999

4.3

1998

4.2

1997

4.0

1996

6.9

1995

10.3

1994

15.4

1993

12.5

1992

11.5

1991

Did not report

1990

Did not report

The latest year at peak is

1994

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

Newsroom Diversity Index

for The Gadsden Times

Year

Non-white % of newsroom staff

Non-white % of circulation area

Newsroom Diversity Index (parity=100)

2005

N/A

15.5

N/A

2004

4.8

15.6

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, New York Times Co.,

has a companywide, circulation-weighted Diversity Index of 69.

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

Peer group comparison

for The Gadsden Times

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 22,014 ranks 438 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 The Gadsden Times

Circulation area

Race/ethnicity

% of population

Number of residents

Hispanic

2.2

3,174

Black

11.9

17,586

Asian and Pacific Islander

0.4

521

Native-American

0.4

513

Other non-white

0.0

Multi-racial

0.8

1,190

Non-white

15.6

23,036

White

84.4

124,478

Total

147,514

Home county: Etowah

Race/ethnicity

% of population

Number of residents

Hispanic

1.7

1,763

Black

14.6

15,120

Asian and Pacific Islander

0.4

455

Native-American

0.3

329

Other non-white

0.1

Multi-racial

0.8

826

Non-white

17.9

18,540

White

82.1

84,919

Total

103,459

The home county of this newspaper is Etowah.

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

The Gadsden Times

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

35901 / Rainbow City / AL / 3.1 mi.

3,559

8,281

43.0

$28,320

38.0

2.2

34.1

0.3

0.7

35903 / Hokes Bluff / AL / 1.1 mi.

3,030

7,772

39.0

$27,579

33.7

2.4

29.5

0.2

0.6

35904 / Gadsden / AL / 5.3 mi.

2,861

6,310

45.3

$27,586

10.0

1.3

7.2

0.4

0.1

35906 / Rainbow City / AL / 5.6 mi.

2,362

3,756

62.9

$39,547

7.6

1.4

3.4

0.3

1.5

35954 / Rockledge / AL / 7.3 mi.

1,944

5,143

37.8

$29,941

11.6

2.1

8.4

0.3

0.1

35907 / Southside / AL / 7 mi.

1,375

2,603

52.8

$52,901

2.4

0.7

0.6

0.2

0.3

35905 / Glencoe / AL / 4.2 mi.

1,096

2,209

49.6

$39,491

3.3

0.4

1.5

0.4

0.3

35957 / Sardis City / AL / 17.4 mi.

773

5,838

13.2

$28,115

6.9

4.6

0.8

0.3

35960 / Centre / AL / 18.1 mi.

714

3,890

18.4

$30,227

9.3

0.7

7.4

0.3

0.2

35952 / Snead / AL / 19.5 mi.

682

2,985

22.8

$28,683

4.0

2.3

0.4

0.5

0.1

35956 / Sardis City / AL / 16.8 mi.

610

3,131

19.5

$30,923

3.0

1.6

0.2

0.4

0.2

35967 / Fort Payne / AL / 31.4 mi.

575

6,572

8.7

$31,565

15.7

9.9

3.5

0.7

0.5

35953 / Ashville / AL / 18.8 mi.

403

2,553

15.8

$35,735

13.7

1.6

10.7

0.3

0.2

35950 / Albertville / AL / 21.6 mi.

332

7,019

4.7

$30,482

18.3

15.5

1.7

0.3

0.2

35961 / Collinsville / AL / 21 mi.

297

2,197

13.5

$26,277

23.7

15.6

6.2

0.9

0.1

35983 / Sandrock / AL / 14.1 mi.

276

1,356

20.4

$33,669

5.1

0.5

3.8

0.3

0.1

35987 / Steele / AL / 12.4 mi.

225

1,100

20.5

$31,949

6.5

3.8

1.8

0.3

0.1

35962 / Crossville / AL / 18.4 mi.

219

2,860

7.7

$30,346

7.0

5.4

0.1

0.7

0.1

35959 / Cedar Bluff / AL / 23.8 mi.

210

1,813

11.6

$31,725

9.0

0.7

6.8

0.3

0.1

36272 / Piedmont / AL / 18.2 mi.

184

5,707

3.2

$28,968

7.6

0.9

5.4

0.3

0.1

35972 / Gallant / AL / 14.5 mi.

161

348

46.3

$34,931

1.8

0.3

1.1

0.1

35973 / Gaylesville / AL / 31.9 mi.

102

1,238

8.2

$27,564

3.1

0.2

1.3

0.4

0.2

35986 / Rainsville / AL / 32.6 mi.

100

3,100

3.2

$30,871

3.9

2.0

0.1

0.6

0.1

36279 / Wellington / AL / 9.4 mi.

997

9.5

$33,207

4.8

0.7

3.0

0.5

0.2

35963 / Dawson / AL / 23.1 mi.

593

9.1

$30,259

2.9

0.7

0.0

0.9

0.1

35974 / Geraldine / AL / 23.2 mi.

695

7.2

$26,776

2.3

0.8

0.0

0.8

0.0

35971 / Fyffe / AL / 32.7 mi.

1,838

2.6

$29,000

4.6

1.8

1.0

0.7

0.2

35980 / Horton / AL / 22.8 mi.

1,662

2.2

$27,536

8.6

7.2

0.0

0.5

0.1

35976 / Guntersville / AL / 28.5 mi.

6,510

0.5

$31,664

8.3

2.2

4.3

0.5

0.3

36250 / Alexandria / AL / 15.5 mi.

1,539

1.9

$41,126

6.8

0.6

5.0

0.3

0.5

36271 / Ohatchee / AL / 13.7 mi.

2,181

1.3

$34,653

7.0

0.6

4.7

0.6

0.1

35121 / Straight Mountain / AL / 27.5 mi.

5,364

0.5

$31,705

15.0

10.7

3.1

0.3

0.2

35131 / Ragland / AL / 28.1 mi.

1,606

0.6

$31,575

9.9

0.3

9.0

0.1

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