Comparing the racial diversity of the journalists
at America's daily newspapers
with the communities that they serve
Newsroom diversity report for
The Daily Reflector, Greenville
Greenville, North Carolina
Owner: Cox Enterprises (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	8.7
2004	10.3
2003	7.4
2002	7.7
2001	8.7
2000	8.7
1999	12.0
1998	10.7
1997	12.0
1996	14.8
1995	13.8
1994	11.5
1993	8.0
1992	4.8
1991	Did not report
1990	Did not report
The latest year at peak is	1996
See the notes and definitions section below for the sources of these figures.
Newsroom Diversity Index
for The Daily Reflector, Greenville
Year	Non-white % of newsroom staff	Non-white % of circulation area	Newsroom Diversity Index (parity=100)
2005	8.7	39.7	22
2004	10.3	39.7	26
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, Cox Enterprises (Ga.),
has a companywide, circulation-weighted Diversity Index of 66.
See the notes and definitions section below for the sources of these figures.
Peer group comparison
for The Daily Reflector, Greenville
This newspaper's Newsroom Diversity Index is 22.				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 144 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 Muskogee Daily Phoenix and Times-Democrat, Oklahoma, with a 43.5 percent non-white staff in a community that is 36.9 percent non-white. Its index is 118.
FYI, in circulation, this newspaper's average weekday circulation of
approximately 20,134 ranks 482 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 Daily Reflector, Greenville
	Circulation area
Race/ethnicity	% of population	Number of residents
Hispanic	3.1	5,002
Black	34.6	56,766
Asian and Pacific Islander	0.9	1,546
Native-American	0.3	404
Other non-white	0.1	193
Multi-racial	0.8	1,304
Non-white	39.7	65,215
White	60.3	99,043
Total		164,258
	Home county:  Pitt
Race/ethnicity	% of population	Number of residents
Hispanic	3.2	4,216
Black	33.5	44,819
Asian and Pacific Islander	1.1	1,475
Native-American	0.3	330
Other non-white	0.1	179
Multi-racial	0.9	1,166
Non-white	39.0	52,185
White	61.0	81,613
Total		133,798
The home county of this newspaper is Pitt.
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 Daily Reflector, Greenville
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
27858 / Greenville / NC / 10.3 mi.	7,921	18,296	43.3	$35,227	19.5	2.0	14.2	0.2	1.8
27834 / Greenville / NC / 0 mi.	4,123	16,602	24.8	$29,457	60.0	3.9	53.6	0.3	1.0
28590 / Winterville / NC / 11.3 mi.	1,833	5,307	34.5	$42,281	28.4	2.4	23.5	0.4	1.2
28513 / Ayden / NC / 16.9 mi.	1,194	3,934	30.4	$32,192	38.7	3.8	33.8	0.3	0.2
27828 / Farmville / NC / 15 mi.	967	3,528	27.4	$32,306	46.5	4.4	41.1	0.2	0.2
27892 / Williamston / NC / 17.1 mi.	689	6,082	11.3	$30,409	43.4	1.8	40.6	0.3	0.2
27889 / Washington / NC / 15.6 mi.	609	10,235	6.0	$31,293	35.2	3.8	30.3	0.2	0.3
27812 / Bethel / NC / 6.8 mi.	460	1,089	42.2	$28,750	61.4	2.5	58.0	0.1	0.1
27871 / Robersonville / NC / 10.3 mi.	383	1,963	19.5	$25,706	62.0	2.4	58.2	0.0	0.6
28530 / Grifton / NC / 21.4 mi.	376	2,377	15.8	$34,304	42.1	3.3	37.9	0.2	0.1
27817 / Chocowinity / NC / 22.2 mi.	332	2,435	13.6	$32,483	26.6	2.6	23.2	0.2	0.1
27837 / Grimesland / NC / 13.6 mi.	308	1,616	19.1	$39,403	35.6	7.6	26.9	0.3	0.4
28580 / Snow Hill / NC / 26 mi.	211	3,365	6.3	$30,732	47.3	5.8	40.7	0.1	0.1
27962 / Plymouth / NC / 34.7 mi.	145	3,159	4.6	$25,746	56.5	1.9	53.4	0.0	0.4
27884 / Stokes / NC / 5.1 mi.	138	426	32.4	$35,461	25.1	4.8	20.0	0.0	0.1
27829 / Fountain / NC / 14.2 mi.	119	677	17.6	$25,795	37.2	3.8	32.8	0.1	0.1
28586 / Vanceboro / NC / 26.7 mi.	110	2,531	4.3	$30,572	32.2	2.8	27.7	0.7	0.1
27983 / Windsor / NC / 33.4 mi.	108	3,545	3.0	$25,911	63.2	0.8	61.4	0.4	0.2
27888 / Walstonburg / NC / 21.3 mi.	71	938	7.6	$33,826	51.6	13.1	36.9	0.0	0.2
27810 / Belhaven / NC / 43.9 mi.	62	1,880	3.3	$26,918	38.3	3.5	33.8	0.1	0.3
27846 / Jamesville / NC / 25.4 mi.	53	1,149	4.6	$32,750	33.5	2.8	29.1	0.9	0.0
27827 / Falkland / NC / 9.4 mi.	48	26	184.6	$27,083	17.1	1.4	15.7	0.0	0.0
27857 / Oak City / NC / 20.4 mi.	48	827	5.8	$26,500	64.2	3.3	60.7	0.1	0.1
28538 / Hookerton / NC / 20.8 mi.	42	876	4.8	$34,024	48.0	6.4	40.8	0.1	0.0
27840 / Hamilton / NC / 20.2 mi.	29	147	19.7	$27,813	47.0	2.7	44.1	0.0	0.3
27808 / Bath / NC / 36.2 mi.	25	965	2.6	$37,670	14.7	1.4	12.6	0.2	0.0
File	nc_the_daily_reflector__greenville
Time	5/21/05 12:40 PM
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