The Seattle Times Company is one newspaper firm that
2 |8 F4 Q: k7 |) y has recognized the need for change and done something about: k7 t. |' _& u7 p" }5 ], `
it. In the newspaper industry, papers must reflect the diversity- M! o7 B% A! k0 ~
of the communities for which they provide information. It must __1__+ O/ p& {: C7 V4 A
reflect that diversity with their news coverage or risk losing9 C# I- }% R- o/ X2 ^7 l" V
their readers’ interest and their advertisers’ support. Operating
' c7 z% T- d0 H( d1 a, J$ C within Seattle, which has 20 percents racial minorities, the __2__
' T* s* R5 z3 k# T* Q paper has put into place polices and procedures for hiring. W$ `+ {6 N1 i7 A# J8 J" @
and maintain a diverse workforce. The underlying reason for __3__
9 g7 }, a0 c8 E" X# }% [# h- n the change is that for information to be fair, appropriate, and$ ?7 e! m( Z2 ~# d6 W& [
subjective, it should be reported by the same kind of population __4__
% j: C0 R( N& t- C( T7 l that reads it.
: G2 i) {; R! u! I/ ~4 f4 G A diversity committee composed of reporters, editors, and
$ T! f! k& H* a( b! Q/ U photographers meets regularly to evaluate The Seattle Times’ __5__2 s2 [4 B' T$ L5 l5 G
content and to educate the rest of the newsroom staff about' G+ Z- n6 }/ R6 p# a+ N, K. ^
diversity issues. In an addition, the paper instituted a content __6__
* P ^* m) ?/ r4 n2 a' ^ audit that evaluates the frequency and manner of representation: X8 M! o, g2 O- T
of woman and people of color in photographs. Early audits __7__9 Z! A8 V" M. Y# R7 Z0 p
showed that minorities were pictured far too infrequently and$ x3 l* l! o# v, _
were pictured with a disproportionate number of negative articles.& G: V1 f: T1 d5 l0 x" Y
The audit results from improvement in the frequency of __8__1 }! U( \2 i. T) B
majority, representation and their portrayal in neutral or positive __9__
: j+ p* K# M) T" { situations. And, with a result, The Seattle Times has improved __10__& G. L$ y; c7 H" d; m1 w
as a newspaper. The diversity training and content audits helped
7 w* c: t2 c$ e2 H; l6 _5 U The Seattle Times Company to win the Personal Journal Optima’s$ @: V$ U1 Z, [! E% q+ \
Award for excellence in managing change. |