Comparing the racial diversity of the journalists
at America's daily newspapers
with the communities that they serve
Newsroom diversity report for
Cleveland Daily Banner
Cleveland, Tennessee
Owner: Cleveland Newspapers (Tenn.)
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	0.0
2004	Did not report
2003	Did not report
2002	Did not report
2001	Did not report
2000	Did not report
1999	Did not report
1998	0.0
1997	0.0
1996	0.0
1995	Did not report
1994	Did not report
1993	7.1
1992	7.1
1991	Did not report
1990	Did not report
The latest year at peak is	1993
See the notes and definitions section below for the sources of these figures.
Newsroom Diversity Index
for Cleveland Daily Banner
Year	Non-white % of newsroom staff	Non-white % of circulation area	Newsroom Diversity Index (parity=100)
2005	0.0	7.4	0
2004	N/A	7.4	N/A
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, Cleveland Newspapers (Tenn.),
has a companywide, circulation-weighted Diversity Index of 6.
See the notes and definitions section below for the sources of these figures.
Peer group comparison
for Cleveland Daily Banner
This newspaper's Newsroom Diversity Index is 0.				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 159 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 The Herald, Sharon, Pennsylvania, with a 8 percent non-white staff in a community that is 7.3 percent non-white. Its index is 110.
FYI, in circulation, this newspaper's average weekday circulation of
approximately 13,644 ranks 658 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 Cleveland Daily Banner
	Circulation area
Race/ethnicity	% of population	Number of residents
Hispanic	2.0	2,013
Black	3.6	3,621
Asian and Pacific Islander	0.5	517
Native-American	0.2	249
Other non-white	0.1	75
Multi-racial	1.1	1,068
Non-white	7.4	7,543
White	92.6	94,538
Total		102,081
	Home county:  Bradley
Race/ethnicity	% of population	Number of residents
Hispanic	2.1	1,822
Black	4.0	3,481
Asian and Pacific Islander	0.6	501
Native-American	0.3	220
Other non-white	0.1	72
Multi-racial	1.1	952
Non-white	8.0	7,048
White	92.0	80,917
Total		87,965
The home county of this newspaper is Bradley.
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
Cleveland Daily Banner
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
37312 / Cleveland / TN / 9.2 mi.	5,055	10,803	46.8	$43,734	8.0	2.2	3.7	0.2	0.9
37311 / Cleveland / TN / 0 mi.	3,679	10,139	36.3	$23,903	12.8	3.1	7.2	0.3	0.7
37323 / Cleveland / TN / 2.9 mi.	2,721	9,824	27.7	$36,474	4.5	1.4	1.6	0.2	0.3
37310 / Charleston / TN / 13.1 mi.	675	1,366	49.4	$42,835	8.2	0.9	6.0	0.5	0.1
37307 / Benton / TN / 14.5 mi.	408	1,875	21.8	$31,806	1.8	1.0	0.1	0.1	0.0
37336 / Georgetown / TN / 15.3 mi.	307	1,289	23.8	$38,125	4.7	0.7	2.6	0.4	0.2
37362 / Oldfort / TN / 13.7 mi.	285	1,073	26.6	$38,657	1.4	0.5	0.0	0.2	0.1
37353 / Mc Donald / TN / 6.1 mi.	282	1,541	18.3	$35,000	3.8	1.6	0.4	0.3	0.2
37309 / Calhoun / TN / 21.8 mi.	127	793	16.0	$37,500	9.2	4.6	2.8	0.3	0.2
37369 / Reliance / TN / 19.9 mi.	127	435	29.2	$32,557	2.2	0.6	0.0	0.4	0.1
37308 / Birchwood / TN / 19 mi.	70	872	8.0	$35,714	2.9	0.5	0.6	0.7	0.1
37325 / Delano / TN / 19.1 mi.	70	624	11.2	$31,198	1.6	0.3	0.1	0.2	0.1
File	tn_cleveland_daily_banner
Time	5/19/05 11:00 PM
Page	657
Member	143970