Record Searchlight, Redding... 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

Record Searchlight, Redding

Redding, California

Owner: Scripps (Ohio)

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

4.8

2004

4.8

2003

7.7

2002

7.0

2001

0.0

2000

2.6

1999

0.0

1998

0.0

1997

5.9

1996

3.1

1995

13.6

1994

0.0

1993

3.0

1992

3.3

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 Record Searchlight, Redding

Year

Non-white % of newsroom staff

Non-white % of circulation area

Newsroom Diversity Index (parity=100)

2005

4.8

14.0

2004

4.8

14.0

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, Scripps (Ohio),

has a companywide, circulation-weighted Diversity Index of 56.

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

Peer group comparison

for Record Searchlight, Redding

This newspaper's Newsroom Diversity Index is 34.

This paper

Peer group

Compare that with 44, which is the median Diversity Index for all newspapers

reporting in this circulation category of 25,001 to 50,000 daily sales.

In that group, this newspaper's Diversity Index ranks 91 out of 140

newspapers reporting in the category of 25,001 to 50,000 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 Herald & Review, Decatur, Illinois, with a 11.1 percent non-white staff in a community that is 11 percent non-white. Its index is 101.

FYI, in circulation, this newspaper's average weekday circulation of

approximately 33,407 ranks 308 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 Record Searchlight, Redding

Circulation area

Race/ethnicity

% of population

Number of residents

Hispanic

6.2

13,895

Black

0.8

1,826

Asian and Pacific Islander

1.8

3,891

Native-American

2.3

5,144

Other non-white

0.1

306

Multi-racial

2.7

6,114

Non-white

14.0

31,176

White

86.0

191,726

Total

222,902

Home county: Shasta

Race/ethnicity

% of population

Number of residents

Hispanic

5.5

8,998

Black

0.7

1,179

Asian and Pacific Islander

1.9

3,168

Native-American

2.5

4,025

Other non-white

0.2

245

Multi-racial

2.8

4,544

Non-white

13.6

22,159

White

86.4

141,097

Total

163,256

The home county of this newspaper is Shasta.

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

Record Searchlight, Redding

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

96003 / Redding / CA / 5.2 mi.

7,125

16,577

43.0

$35,917

12.2

4.9

0.9

1.9

1.8

96001 / Redding / CA / 6.2 mi.

6,563

12,665

51.8

$34,560

13.5

5.4

1.0

2.2

2.1

96002 / Redding / CA / 2.1 mi.

5,830

11,258

51.8

$34,507

15.8

5.7

1.0

2.1

4.0

96007 / Olinda / CA / 6.9 mi.

3,157

8,080

39.1

$29,564

14.6

6.8

0.4

3.0

1.2

96022 / Cottonwood / CA / 15.6 mi.

1,737

4,466

38.9

$38,049

13.2

6.5

0.5

2.0

1.2

96019 / Shasta Lake / CA / 8.1 mi.

1,483

2,374

62.5

$25,876

16.4

6.5

0.6

4.5

0.4

96080 / Red Bluff / CA / 25 mi.

1,413

10,337

13.7

$32,095

16.6

11.0

0.4

1.8

1.2

96073 / Palo Cedro / CA / 3 mi.

1,053

1,730

60.9

$53,403

8.8

3.7

0.5

1.5

1.0

96088 / Viola / CA / 20.7 mi.

677

1,732

39.1

$33,675

8.4

3.3

0.1

2.0

0.3

96093 / Weaverville / CA / 33.2 mi.

549

1,598

34.4

$31,056

11.0

4.3

0.2

2.7

0.8

96013 / Johnson Park / CA / 37.6 mi.

532

1,830

29.1

$30,882

14.2

6.4

0.2

4.9

0.7

96067 / Mount Shasta / CA / 51.2 mi.

531

3,206

16.6

$32,933

9.6

4.5

0.9

0.5

1.5

96094 / Weed / CA / 58.3 mi.

307

2,388

12.9

$31,171

21.8

9.0

5.3

1.1

3.1

96041 / Peanut / CA / 43.3 mi.

240

1,062

22.6

$23,349

17.8

4.7

0.1

7.4

0.2

96008 / Bella Vista / CA / 8.2 mi.

227

334

68.0

$43,281

7.9

2.9

0.2

1.6

0.3

96051 / Lakehead / CA / 20.5 mi.

226

556

40.6

$36,219

6.7

2.7

0.1

2.0

0.2

96052 / Lewiston / CA / 26.4 mi.

205

735

27.9

$31,935

13.3

6.4

1.9

1.0

0.5

96025 / Dunsmuir / CA / 41.8 mi.

200

1,175

17.0

$23,583

16.1

9.2

2.1

2.0

0.6

96028 / Fall River Mills / CA / 50.3 mi.

189

674

28.0

$31,797

18.1

9.6

0.3

5.1

0.3

96056 / Pittville / CA / 60 mi.

189

602

31.4

$28,750

17.5

12.4

0.0

2.9

0.3

96069 / Oak Run / CA / 16.2 mi.

151

327

46.2

$36,250

11.7

4.4

0.1

1.2

1.0

96096 / Whitmore / CA / 19.4 mi.

148

345

42.9

$38,977

10.0

3.0

0.7

1.6

0.4

96057 / McCloud / CA / 44.5 mi.

145

693

20.9

$31,331

12.9

5.4

1.7

1.9

1.4

96062 / Millville / CA / 7.5 mi.

138

278

49.6

$49,583

7.7

4.1

0.0

1.1

0.5

96021 / Corning / CA / 41.5 mi.

4,950

1.8

$28,634

31.6

25.5

0.4

1.9

0.7

96084 / Round Mountain / CA / 20.4 mi.

189

41.3

$34,375

12.9

2.0

0.0

6.3

0.0

96047 / Igo / CA / 16.1 mi.

369

19.8

$29,034

16.1

4.1

0.2

6.0

1.0

96033 / French Gulch / CA / 19.4 mi.

155

46.5

$29,250

8.0

1.9

0.0

2.8

1.1

96016 / Cassel / CA / 44.7 mi.

156

41.7

$50,000

5.2

4.0

0.0

1.2

0.0

96087 / Shasta / CA / 9.7 mi.

217

29.0

$43,393

7.1

1.2

0.0

3.1

1.5

96065 / Montgomery Creek / CA / 29.9 mi.

158

39.2

$27,692

21.1

3.1

1.2

13.7

0.0

96071 / Old Station / CA / 41.4 mi.

69.9

$24,219

11.8

8.3

0.0

2.4

0.0

96024 / Douglas City / CA / 30.3 mi.

403

13.9

$31,635

11.1

2.8

0.3

3.0

0.5

96091 / Trinity Center / CA / 39.5 mi.

349

13.8

$30,417

10.3

1.5

0.1

4.0

1.1

96048 / Junction City / CA / 39.5 mi.

314

12.4

$33,854

11.5

4.1

0.1

3.2

0.3

96040 / Hat Creek / CA / 41.8 mi.

159

20.1

$30,469

24.0

3.3

0.0

19.6

0.3

96009 / Bieber / CA / 66.8 mi.

212

11.8

$28,611

20.6

15.2

0.2

2.1

0.2

File

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Time

5/21/05 12:09 AM

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Member

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