Comparing the racial diversity of the journalists
at America's daily newspapers
with the communities that they serve
Newsroom diversity report for
Salisbury Post
Salisbury, North Carolina
Owner: Evening Post Publishing (S.C.)
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	3.8
2004	3.8
2003	3.8
2002	4.0
2001	3.7
2000	7.4
1999	7.7
1998	8.7
1997	8.0
1996	7.4
1995	2.9
1994	3.3
1993	3.7
1992	3.6
1991	4.2
1990	0.0
The latest year at peak is	1998
See the notes and definitions section below for the sources of these figures.
Newsroom Diversity Index
for Salisbury Post
Year	Non-white % of newsroom staff	Non-white % of circulation area	Newsroom Diversity Index (parity=100)
2005	3.8	21.5	18
2004	3.8	21.5	18
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, Evening Post Publishing (S.C.),
has a companywide, circulation-weighted Diversity Index of 19.
See the notes and definitions section below for the sources of these figures.
Peer group comparison
for Salisbury Post
This newspaper's Newsroom Diversity Index is 18.				This paper
				Peer group
Compare that with 33, which is the median Diversity Index for all newspapers
reporting in this circulation category of 10,001 to 25,000 daily sales.
In that group, this newspaper's Diversity Index ranks 153 out of 259
newspapers reporting in the 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 23,130 ranks 420 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 Salisbury Post
	Circulation area
Race/ethnicity	% of population	Number of residents
Hispanic	4.1	5,900
Black	15.3	21,879
Asian and Pacific Islander	0.9	1,220
Native-American	0.3	401
Other non-white	0.1	120
Multi-racial	0.8	1,205
Non-white	21.5	30,725
White	78.5	112,245
Total		142,970
	Home county:  Rowan
Race/ethnicity	% of population	Number of residents
Hispanic	4.1	5,369
Black	15.7	20,440
Asian and Pacific Islander	0.8	1,101
Native-American	0.3	379
Other non-white	0.1	118
Multi-racial	0.8	1,074
Non-white	21.9	28,481
White	78.2	101,859
Total		130,340
The home county of this newspaper is Rowan.
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
Salisbury Post
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
28144 / Salisbury / NC / 0 mi.	7,221	10,113	71.4	$32,188	48.4	3.8	41.9	0.3	1.2
28147 / Salisbury / NC / 1.7 mi.	3,058	8,047	38.0	$40,819	22.0	5.7	13.8	0.3	1.1
28146 / Salisbury / NC / 6.1 mi.	2,847	9,895	28.8	$41,776	10.8	2.7	6.5	0.2	0.7
28023 / China Grove / NC / 8.3 mi.	2,059	4,931	41.8	$38,009	11.6	5.2	4.8	0.3	0.6
28138 / Rockwell / NC / 12.3 mi.	1,271	3,791	33.5	$40,225	4.3	1.4	1.7	0.2	0.2
28081 / Kannapolis / NC / 14.7 mi.	1,227	9,284	13.2	$36,573	19.3	5.5	11.6	0.3	1.0
28159 / Spencer / NC / 7.2 mi.	939	1,187	79.1	$34,244	34.1	7.3	24.6	0.2	0.6
27013 / Cleveland / NC / 10.4 mi.	649	1,986	32.7	$39,175	22.5	2.4	18.2	0.3	0.3
27028 / Mocksville / NC / 17 mi.	514	9,118	5.6	$36,754	14.8	4.4	8.9	0.2	0.3
28072 / Granite Quarry / NC / 7.3 mi.	512	99	517.2	$32,917	16.8	3.1	9.9	0.4	3.1
28088 / Landis / NC / 10.7 mi.	430	1,244	34.6	$36,184	13.8	8.3	3.4	0.2	1.1
27054 / Woodleaf / NC / 8.1 mi.	338	859	39.3	$38,725	27.3	6.2	19.8	0.2	0.1
28071 / Gold Hill / NC / 16.3 mi.	319	1,106	28.8	$39,926	3.7	1.1	1.4	0.7	0.3
28125 / Mount Ulla / NC / 10.6 mi.	291	755	38.5	$50,967	4.1	1.6	1.4	0.6	0.2
28001 / Albemarle / NC / 29.5 mi.	225	10,381	2.2	$33,914	18.3	1.5	12.6	0.3	3.2
27014 / Cooleemee / NC / 8.6 mi.	218	250	87.2	$31,136	9.1	4.4	3.7	0.5	0.0
28137 / Richfield / NC / 18.8 mi.	200	1,086	18.4	$35,313	6.7	0.6	3.8	0.0	1.1
27295 / Lexington / NC / 18.9 mi.	153	13,610	1.1	$40,739	8.7	2.1	3.7	0.3	1.6
28115 / Mooresville / NC / 17.6 mi.	109	9,542	1.1	$40,322	16.5	2.0	12.4	0.4	0.9
28127 / New London / NC / 25.4 mi.	109	2,475	4.4	$39,214	22.1	0.9	20.0	0.3	0.6
27292 / Lexington / NC / 17.6 mi.	85	15,295	0.6	$34,237	22.8	5.2	15.4	0.4	0.9
27299 / Linwood / NC / 9.8 mi.	50	1,584	3.2	$38,023	5.8	1.4	2.3	0.4	0.6
28009 / Badin / NC / 30.7 mi.	38	424	9.0	$26,635	30.7	0.7	29.1	0.0	0.0
28109 / Misenheimer / NC / 19.9 mi.	35	32	109.4	$43,438	20.9	3.7	14.8	0.2	1.5
File	nc_salisbury_post
Time	5/14/05 2:07 PM
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Member	133450