Comparing the racial diversity of the journalists
at America's daily newspapers
with the communities that they serve
Newsroom diversity report for
The News Herald, Morganton
Morganton, North Carolina
Owner: Media General (Va.)
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	0.0
2003	14.3
2002	Did not report
2001	7.7
2000	0.0
1999	0.0
1998	0.0
1997	0.0
1996	8.3
1995	8.3
1994	Did not report
1993	Did not report
1992	Did not report
1991	Did not report
1990	Did not report
The latest year at peak is	2003
See the notes and definitions section below for the sources of these figures.
Newsroom Diversity Index
for The News Herald, Morganton
Year	Non-white % of newsroom staff	Non-white % of circulation area	Newsroom Diversity Index (parity=100)
2005	N/A	16.2	N/A
2004	0.0	17.9	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, Media General (Va.),
has a companywide, circulation-weighted Diversity Index of 39.
See the notes and definitions section below for the sources of these figures.
Peer group comparison
for The News Herald, Morganton
		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 11,856 ranks 713 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 News Herald, Morganton
	Circulation area
Race/ethnicity	% of population	Number of residents
Hispanic	4.5	3,015
Black	8.5	5,731
Asian and Pacific Islander	3.7	2,480
Native-American	0.3	172
Other non-white	0.1	76
Multi-racial	0.9	631
Non-white	17.9	12,105
White	82.1	55,577
Total		67,682
	Home county:  Burke
Race/ethnicity	% of population	Number of residents
Hispanic	3.6	3,180
Black	6.7	5,953
Asian and Pacific Islander	3.6	3,173
Native-American	0.2	213
Other non-white	0.1	89
Multi-racial	0.9	813
Non-white	15.1	13,421
White	85.0	75,727
Total		89,148
The home county of this newspaper is Burke.
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 News Herald, Morganton
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
28655 / Sunnyside / NC / 0.4 mi.	8,978	20,764	43.2	$36,089	19.6	4.9	9.9	0.3	3.5
28690 / Valdese / NC / 7.2 mi.	1,416	4,069	34.8	$32,923	10.5	2.8	2.4	0.2	4.3
28612 / Connellys Springs / NC / 6.5 mi.	813	4,685	17.4	$37,354	6.1	0.6	1.1	0.2	3.5
28602 / Mt View / NC / 18.3 mi.	143	10,695	1.3	$36,715	25.1	4.9	15.4	0.2	3.6
28619 / Drexel / NC / 4.8 mi.	115	529	21.7	$29,375	15.5	2.8	3.6	0.7	7.8
28671 / Rutherford College / NC / 9.2 mi.	87	196	44.4	$41,339	5.4	0.0	0.6	0.0	4.6
28761 / Nebo / NC / 12.1 mi.	85	2,562	3.3	$32,289	6.4	1.3	2.4	0.2	1.8
28666 / Icard / NC / 23.6 mi.	71	233	30.5	$33,469	2.8	0.9	0.2	0.2	0.8
28752 / Marion / NC / 17.3 mi.	46	11,545	0.4	$32,162	9.7	3.5	4.4	0.3	0.7
28637 / Hildebran / NC / 14.3 mi.	44	624	7.1	$33,029	7.4	1.2	1.1	0.6	3.9
28645 / Whitnel / NC / 13.3 mi.	43	18,605	0.2	$33,181	12.5	2.5	8.5	0.2	0.4
File	nc_the_news_herald__morganton
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