A STUDY OF THE IMPACT OF THE

NAHJ PARITY PROJECT

ON COVERAGE OF HISPANIC ISSUES
AT A TEXAS DAILY NEWSPAPER

Prepared by Dr. Manuel Flores,

Chair of the Communications Theatre Arts Department
And
Graduate Students Adriana Garza, Roberto Pena,
María Gutiérrez and Edwin Vásquez
With assistance from undergraduates
Michelle Leal, Amanda Rodríguez, Carlos Saldaña, Jackie
Sánchez and Kristie Vela

for the
National Association of Hispanic Journalists
 2009
 
 Executive Summary

A STUDY OF THE IMPACT

OF THE NAHJ PARITY PROJECT
ON COVERAGE OF HISPANIC ISSUES
AT A TEXAS DAILY NEWSPAPER
The Study
This study was conducted by student-researchers from the Texas A&M University-
Kingsville Communications and Theatre Arts Department to determine whether there is a
correlation between the goals of the National Association of Hispanic Journalists’ Parity
Project and the amount of coverage afforded Hispanics and issues important to the
Hispanic community at a Texas Daily Newspaper. The students in the study included
four graduate students and two undergraduates. The newspaper reviewed was the
Corpus Christi Caller-Times.

Background
The Parity Project of the National Association of Hispanic Journalists (NAHJ) is a bold
initiative launched by the organization in 2003 to make an impact in both newspaper and
broadcast newsrooms across the nation in an effort to impact both the quantity and
quality of coverage afforded the Hispanic community. Through the Parity Project, NAHJ
has sought to work with the news industry to double the percentage of Hispanics
employed by daily newspapers from the current 3.8 percent in 2002 to 7.8 percent and
to boost the percentage of Hispanics working for local English-language television
stations from the current 5.2 percent to 9.0 percent by 2008. Since its inception, there
have 25 project partnerships launched. Twenty newspapers, four broadcast outlets and
National Public Radio have signed agreements with NAHJ to employ the Parity Project.
The newspaper joined the Parity Project in September 2004
Methodology
The study design was content analysis. Pages A1 and B1 of the Corpus Christi Caller-
Times were reviewed from Jan. 2003 and Dec. 2007 in an effort to determine how the
implementation of the NAHJ Parity Project impacted coverage of Hispanics.

  iii
Executive Summary
The research shows that there is a correlation between the amount of Hispanic staffers
in the newsroom and the amount and quality of stories on Hispanics.

The study showed that a newspaper that has been with the Parity Project for at least
three years could improve its depiction and reporting of the Hispanic community.
It also determined, through data, that the NAHJ initiative (Parity Project) has not failed in
its goal of showing that more Hispanics in the newsroom impacts the number and quality
of stories on Hispanics.

The study also showed that Parity Project needs to be jump-started with a new bold
initiative that includes emphasis on cultural understanding as well as the needs of the
Hispanic community has been ascertained.
In answering research questions:
The study showed there is a correlation between the number of Hispanic journalists and
the number of bylined stories by them to the increased coverage of Hispanic issues or
the Hispanic community.
The NAHJ was a visible and viable project the Hispanic community was aware of as a
means to obtain better coverage of issues in the Corpus Christi Caller-Times. The
visibility of the NAHJ’s Parity Project was evident in Town Hall meetings. The committee
formed by the Caller-Times to review the Parity Project’s progress met quarterly and
discussed issues and stories the Hispanic community felt were important.
The study showed there is a better understanding of issues facing the Hispanic
community as a result of the implementation of the Parity Project.
The study made the following recommendation:
(1) It is the recommendation of this research team that the NAHJ leadership re-
examine the goals of the Parity Project and re-launch it with a new emphasis on
cultural understanding and recognition of how the program can succeed by
reporting on the important issues revolving around its community.
(2) It is the recommendation of the research team for the NAHJ to develop a
program to help keep pace of the impact of the Parity Project at all its
partnerships. Data should be collected on a daily basis for key pages – all
section fronts and special sections – and reported on a quarterly basis. This
information should be shared with the leadership of the editorial staff and
reporters so that they can see if they are truly making a difference in reporting
about Hispanics and Hispanic issues. A chart similar to the one presented in this
study may be used as a prototype.
(3) It is the recommendation of this research team that, because of the current
economic downturn and the massive layoffs in the print industry, that NAHJ
immediately reexamine its goals for the Parity Project. While the number of
Hispanic journalists seems to be decreasing, what is important about the project
is that the concept of covering the Hispanic and issues involving Hispanics
should not be a foreign one to the leadership of the nation’s newspapers.
(4) It is the recommendation of this research team that NAHJ plan community
meetings with Hispanic leaders to report on the progress or lack of progress of
the project within their individual community.

  iv
  

  v
 A STUDY OF THE IMPACT
OF THE NAHJ PARITY PROJECT
ON COVERAGE OF HISPANIC ISSUES
AT A TEXAS DAILY NEWSPAPER

Introduction
The Parity Project of the National Association of Hispanic Journalists (NAHJ) is a
bold initiative launched by the organization in 2003 to make an impact in both
newspaper and broadcast newsrooms across the nation in an effort to impact
both the quantity and quality of coverage afforded the Hispanic community.
Through the Parity Project, NAHJ has sought to work with the news industry to
double the percentage of Hispanics employed by daily newspapers from the
current 3.8 percent in 2002 to 7.8 percent and to boost the percentage of
Hispanics working for local English-language television stations from the current
5.2 percent to 9.0 percent by 2008.1 Since its inception, there have 25 project
partnerships launched. Twenty newspapers, four broadcast outlets and National
Public Radio have signed agreements with NAHJ to employ the Parity Project.2

During that time period 166 more Hispanic reporters have been hired.3

While it is easy to quantitatively figure how many new Hispanic reporters and
what percentage of the newsroom Hispanic reporters compose, it is much more
difficult to ascertain that the quality of coverage for the Hispanic community has
improved during that time period.

The focus of this study is to determine:

(1) If a newspaper that has been with the Parity Project for at least three
years has improved its depiction and reporting of the Hispanic community,
(2) If the NAHJ initiative has failed in these areas and
(3) If the program needs to be jump-started with a new bold initiative that
includes emphasis on cultural understanding as well as the needs of the
Hispanic community.

  6
 The use of the term “Hispanic”
For the purpose of this report, the term Hispanic will be used as an umbrella
term.4 The term was developed by the U.S. government in the 1970s when
Health Education and Welfare Department Secretary Casper Weinberger
ordered the Department of Education to address the department’s methods of
securing racial and ethnic data of different groups in the United States and
formed the Ad Hoc Committee on Racial and Ethnic Definitions in 1975. After
considerable debate the term “Hispanic” won out and was used in the 1980
census under the following definition offered by the U.S. government: The term
Hispanic would “include those who would be identified as having Spanish and/or
indigenous roots in the Western hemisphere countries once colonized by Spain.”
The committee also added the term - “Not of Hispanic Origin” - to the Black and
White categories of the census to further clarify the definition of Hispanic.5
The term “Hispanic” was “coined by the government to refer to people of Latin
American descent and for categorizing these people in the U.S. census and other
government statistical material and documents.”6

The term will be used throughout the study.

  7
 The Corpus Christi Caller-Times
The newspaper chosen for the study is the Corpus Christi Caller-Times (Texas).
The Corpus Christi Caller-Times, a part of the E.W. Scripps
Company and has been serving South Texas since 1883.7

From all indications, the newspaper is among the best

medium-sized daily newspapers in the nation. It has won
numerous local, state and national awards over the years
including “Best Newspaper” in its division in 2006 and “Best Medium Market
Daily Paper” with a circulation between 15,000 and 99,000 14 of 18 years the
category has been judged.

The newspaper joined the Parity Project in September 2004.8 The Parity Project
had an immediate impact on staffing of Hispanic journalists. Between 2004 and
2006 the staff increased from 15 Hispanic reporters to 22,9 representing nearly
30 percent of the editorial staff. Because of the recent economic downturn in the
industry, the number of Hispanics on the editorial staff fell to nine by 2009, while
the overall editorial staff fell to 38 (not verified). Hispanics now represent just
over 20 percent of the editorial staff, according to the leadership of the Caller-
Times.

The question remains: “Does an increased number of Hispanic staffers in the

editorial department correlate directly with increased quantity and quality of news
coverage of the Hispanic community?” While a staffing percentage of 20 to 30
percent Hispanic in the editorial department is certainly admirable, it is still short
from the percentage of Hispanics in the service area of the Caller-Times, which
was near 60 percent in the last census and is growing.

It is important to note here that the Hispanic community had an ongoing feud with
the Corpus Christi Caller-Times, claiming a lack of coverage on issues important
to the community and a general disregard for news of the community. This feud
reached a pinnacle in 1997 when members of several Hispanic civil rights
organizations protested outside the building at 100 N. Lower Broadway. It is
important to note here that the Caller-Times has traditionally being one of the few
newspapers in the nation to hire non-whites in the newsroom. This tradition dates
back to the 1970s when the Caller-Times had at least five Hispanic reporters on
its staff. According to statistics provided by the Caller-Times to the John S. and
James L. Knight Foundation comparing racial diversity of journalists at America’s
daily newspapers, the Caller-Times reached its peak of employment in diversity
in the newsroom when 37.7 percent of the staff was non-white. The vast majority
of those staffers were Hispanic.10

  8
Chart 1 – Knight Foundation Report 2005

Source: From a report for the Knight Foundation by Bill Dedman and
Stephen K. Doig, June 2005

The Knight Foundation report notes that the Caller-Times has a circulation area
with a non-white population percentage of 62.4, of which, 55.8 percent is
Hispanic. Parity, according to the report, means that the Caller-Times should
strive to have 60 percent non-white employment in its newsroom. In its peer
group – newspapers in the circulation category of 50,001 to 100,000 daily sales –
the Caller-Times ranks 35 out of 90.11 In reviewing the data, it is fair to say that
the newspaper has made an effort to have diversity in its newsroom. However,
as noted from the 1997 protest, the community felt that Hispanic issues were not
covered properly. It is interesting to note that in 1997, according to the Knight
Foundation report, the Caller-Times reached a low of 14 percent diversity staffing
since reporting the figure started in 1992.12

According to the latest reports by the

U.S. Census Bureau, Corpus Christi
has the 7th largest CBSA (core based
statistical area) in Texas, with an
estimated population of 413,887 in
2006, representing 12.5% growth over
the 1990 census. The Corpus Christi
CBSA rank by population is 113th in the
United States. The 12-county service

  9
area includes Nueces, San Patricio, Aransas, Refugio, Bee, Live Oak, Jim Wells,
Duval, Jim Hogg, Brooks, Kleberg and Kenedy counties. The three main counties
the newspaper serves are Nueces, San Patricio and Aransas. Nueces County is
the largest of the 11 counties and had an estimated population of 321,457 as of
2006, according to the U.S. Census Bureau.13 Of this, 58.68 percent (331,687)
are Hispanic.14

That means that the Hispanic population of Nueces County is approximately

189,017.15 Map 1 – Outset of C-T Service
Area, Courtesy Caller-Times

The three main counties in the service area are Nueces, San Patricio and
Aransas. The population of these three counties is 415,810 with 55.39%, or
230,318, noted as Hispanic.

The 12-county service area covers 11,530.34 square miles, an area bigger than
the states of Vermont, New Hampshire, Massachusetts, Rhode Island,
Connecticut, New Jersey, Delaware, Maryland and Hawaii.16

Table 1 - Corpus Christi Caller-Times Service Area Hispanic Population

County Population Hispanic Pop %Hispanic

Nueces 321,457 189,017 58.8
San Pat 69,522 35937 51.7
Aransas 24,831 5,314 21.4
Bee 33,176 18,446 55.6
Brooks 7,731 7,004 90.6
Duval 12,437 10,882 87.5
Jim Hogg 5,027 4,449 89.5
Jim Wells 41,131 31,630 76.9
Kenedy 402 307 76.6
Kleberg 30,353 20,549 67.7
Live Oak 11,522 4,643 40.3
Refugio 7,596 3,403 44.8
TOTALS 565,185 331,185 58.68

Source, U.S. Census Bureau

  10
Looking at the percentage of Hispanic population in the Corpus Christi Caller-
Times’ service area, the researchers wondered if the coverage and staff of the
newspaper reflected the community they were serving.

The National Association of Hispanic Journalists’ Parity Project in April 2002

believed the increase in Hispanic representation in the newsroom would also
increase the amount of coverage of Hispanic issues and the Hispanic
community.

The Parity Project identified cities where Hispanics, when compared to U.S.
Census population figures, were underrepresented in the newsrooms. In those
cities, NAHJ worked jointly with existing print and broadcast outlets, area
journalism schools, foundations and community leaders to develop
comprehensive model programs to will increase Hispanic newsroom presence
and influence.17

Focus of the Study

The study will have the following research questions:

(1) Is there a correlation between the number of Hispanic journalists and the
number of bylined stories by them to increased coverage of Hispanic
issues or the Hispanic community?
(2) Is the NAHJ Parity Project a visible and viable project that the Hispanic
community has adopted as means to obtain better coverage of issues in
their local daily newspaper?
(3) Is there a better understanding of issues facing the Hispanic community
as a result of the implementation of the Parity Project?

As a consequence of the study, a series of recommendations and observations

will be made in the final section of this report.

  11
 Methodology
This report is a content analysis study using the Corpus Christi Caller-Times’
archives from the 2003 through 2007. A staff of four graduate students and two
undergraduates were instructed to review the third week of each month of each
year and collect data. In addition, special “Hispanic” holidays or dates like Cinco
de Mayo, 16 de Septiembre, the celebration of the Virgin the Guadalupe (Dec.
12), and the birthday of Mexican American civil rights leader Dr. Hector P. Garcia
were reviewed.

Because the digital archives were not always preserved correctly, students had
the authorization to select another “complete” week within particular months. The
students were given the following parameters to examine:

Examine story content for the following themes:

Arts and Culture: Hispanic-themed art, film, music, dance, theater.

Disaster: Accidents or acts of nature that impact the Hispanic community. Ex:
San Diego tornado 2006
Crime/gangs (perps or perpetrators): Any story involving a Hispanic
committing a crime.
Crime/gangs (victims): Any story involving a Hispanic victim of a crime.
Education: Any story involving a Hispanic administrator, teacher or community
member commenting on education issues. Will also include features on Hispanic
students and education issues with a Hispanic theme, including bilingual
education, dual-language, etc.
Politics: Any story involving a Hispanic politician or community member
commenting on political issues at the local, state or national level. Ex:
presidential elections, city council, etc.
Heritage: Stories that reflect any aspect of Hispanic heritage. Ex: Cinco de
Mayo, Virgen de Guadalupe, Hispanic Heritage Month, etc.
Immigration: Any story related to the on-going immigration discussions,
including the construction of the border wall.
Health and Medicine: Any story relating to the health of Hispanics in general;
not just one Hispanic. Ex: Obesity and Diabetes epidemic.
Human Interest: A feature or special article, not a news story on any Hispanic.
Ex: Juan Garza runs marathon.
Religion: Any religion that includes a Hispanic. EX: Local students’ pilgrimage to
Mexico.
Discrimination: Any story about a Hispanic or Hispanic organization claiming
discrimination
General: Any story about a Hispanic or Hispanic issue that does not fit any other
criteria.

  12
Examine all photos and bylines for the following:
Photos: Any photo that includes a clearly identified Hispanic(s)

Bylines: Any story in the Caller-Times written by a recognizable Hispanic name.

Ex: Garza, Becerra.

The goal in documenting these areas was to evaluate not only the quantity but
also the style of coverage afforded Hispanics by the Corpus Christi Caller-Times.

The researchers employed a two-pronged approach that combined a quantitative

and qualitative analysis of the news articles. Both are presented in this report.
Quantitative data will be shown in a series of charts. Quantitative data was
collected for a week (the third week in most instances) considered to be “typical”
of coverage for the Caller-Times. The numbers were then transposed to
represent a year of stories.

The researchers decided to concentrate on pages A1 and B1 to collect the data

because coverage in these pages would more accurately reflect the news
judgment and placement of stories by the staff.

A coverage index was developed per year. For example, in 2003, the number of
stories on pages A1 and B1 average six per issue.
This figure was used to compare what percentage and number of Hispanic
stories appeared on that page throughout the year.

The analysis is followed by the report’s conclusion as well as the limitations of

the study and areas for future research.

Throughout the review, it is imperative to remember that the goal of the study is
to determine the impact of the Parity Project on coverage of Hispanics and
issues relating to the Hispanic community.

  13
Table 2 – Key Statistics about the Parity Project
______________________________________________________________________
• Date Parity Project launched: April 2003
• Companies currently in project: 25 (20 newspapers, 4 television stations, NPR)
• Project launches: 25
• Full-time Latino journalists employed by companies when project started: 166
• Number hired since project began: 143
• Number for whom this was their first professional job: 34
• Number of part-time journalists and interns hired through project: 42
• Companies where net number of Latino journalists increased: 24
• Companies where net number of Latino journalists stayed the same: 1
• Companies where net number of Latino journalists declined: 0

SOURCE: nahJ.org (Dec. 12, 2008)

Chart 2 ‐ Parity Project success in hiring Hispanic (Latino) staffers. 

Source: NAHJ

The success of the Parity Project in drawing more Hispanic journalists to

newsrooms is evident from the data presented by the organization. As more
Parity Project Partners were added, the number of full-time Hispanic journalists in
those newsrooms grew 46.2 percent from 166 to 309. What remained to be seen
is if those figures also reflected a growth in coverage of Hispanic issues. This
study will help determine if that is a fact.

  14
 
Limitation of the Study 
 
The limitations of the study will be discussed in the conclusion of this report. However, 
because of the recent impact on staffing in the nation’s newspaper due to the economic 
downturn in the industry, it is important to note that this study did not include the years 
of 2008 and 2009. It was felt the industry was in too much turmoil, because of massive 
layoffs, to accurately depict the impact of the Parity Project. However, it was felt by 
researcher that the data would show if in fact the goals of the Parity Project and that of 
the NAHJ had been internalized by the leadership and editorial staff of the Corpus Christi 
Caller‐Times. In other words, even if the number of Hispanic staffers is downsized 
because of the economic downturn, coverage of Hispanics and Hispanic issues will 
continue if, indeed, management and reporters feel it is important to the community. 
 
The researchers also feel that a study of the impact the economic downturn has had on 
diversity staffing in the nation’s newsroom is a separate study. NAHJ is already involved 
in compiling those numbers and registering the overall impact on the Parity Project and 
other initiatives. The focus of this report, thus, is to determine if the Parity Project 
worked while hiring practices in the nation’s print and broadcast newsrooms had yet to 
be impacted by the industry‐wide layoffs. 
 
Organization of the Study 
 
The study will be organized into nine sections:  
 
(1) Introduction 
(2) 2003 Findings 
(3) 2004 Findings 
(4) 2005 Findings 
(5) 2006 Findings 
(6) 2007 Findings 
(7) Conclusions and Recommendations 
(8) Charts, Tables and Map Index 
(9) Footnotes 
 
 
 
 

  15
  
Recognition 
 
The researchers would like to thank the leadership of the National Association of 
Hispanic Journalists, in particular Michele Gonzalez (Associate Parity Project Director), 
for their understanding and patience of the time it takes to compile a study of this 
magnitude. We would also like to thank the management and staff of the Corpus Christi 
Caller‐Times, in particular Libby Averyt and Shane Fitzgerald, for allowing the students 
at Texas A&M University‐Kingsville access to their digital archives. This study could not 
have been done without their total cooperation. 
 
This study was organized and led by Dr. Manuel Flores, Chair of the Communications 
and Theatre Arts Department at Texas A&M University‐Kingsville. The lead researcher 
was graduate student Adriana Garza. Other students involved in the research were 
graduate students Roberto Peña, Edwin Vasquez and María Rodríguez and 
undergraduate students Michelle Leal, Amanda Rodríguez, Kristie Vela, Carlos Saldaña, 
and Jackie Sánchez. 

  16
 The Findings 
2003 
 
The year 2003 was established as the base year. Most of the stories were done prior to 
the inception of the Parity Project at the Corpus Christi Caller‐Times and would serve as 
a basis to review how much “progress” was made after the NAHJ Parity Project was 
implemented at the South Texas newspaper.  
 
The findings, however, were surprising. 
 
First, the number of stories depicting Hispanics or Hispanic themes on page A1 
represented 21.3 percent of the total stories. Of the 466 stories that depicted Hispanics 
on page A1 of the Caller‐Times, 158 (or 33.9%) were stories of Hispanics “perpetrating” 
crimes. Only three stories depicted “heritage” and 26 depicted education issues, the 
same number that was attributed to immigration issues.  
 
“Education is the No. 1 issue of importance for Hispanics across the nation,” according 
to a study released by FH Hispania the U.S. network of Hispanic practitioners within 
global communications powerhouse Fleishman‐Hillard.  The study, "Confianza: Hispanic 
Trust Pulse," also found that teachers and schools are the leading source of information 
(trusted by 54 percent) followed by different sources of media (trusted by a combined 
39 percent).18 
 

Chart 3 shows the comparison of Hispanic‐themed stories to the total number of stories 
on 52 weeks on Page A1 of the Corpus Christi Caller‐Times. Only 21.3 percent of the 
stories featured Hispanics. It is important to remember that the Corpus Christi area’s 
Hispanic population was 58 percent and growing at the time of this study. 

  17
  

 Chart 4 shows that the stories showing Hispanics as the perpetrators of crime were the 
top Hispanic‐themed story on Page A1 (158 stories) of the Corpus Christi Caller‐Times 
during 2003. While this type of story is newsworthy, the play on A1 should have, in the 
opinion of the researchers, begin reevaluated.  

Stories on discrimination were the second most numerous (56), followed by stories of 
crime victims (45). Education and immigration got equal coverage (26 stories each).  

The 2003 story list shows Hispanics in Corpus Christi either as perpetrators of crime, 
victims of discrimination and crime and needing medical help. 

The number of photos depicting Hispanics on the front page is also revealing (See Chart 
5). During 2003, the number of photos depicting Hispanics on the front page totaled 34, 
compared to 728 that appeared during the year. This represented less than 5 percent of 
the photos on the front page. Granted, many of those photos were of national 
importance and of local politics often not representing Hispanic politicians, but the 
number seems dismal in an area with a population that is nearly 60 percent Hispanic. 

  18
  
 
Another revealing story of the 2003 data was the number of local bylines on page A1.  
Only 58 bylined articles by Hispanic Caller‐Times staffers are accounted for on A1. This 
compares to 292 “other” local bylines on A1 and overall number of 764 bylines, which 
include newswire staffers. Hispanic bylines, were less than 20 percent on A1 while 
“other” staffers represented almost 40 percent of the local bylines on A1. 
 

 
 
 

  19
While the numbers say one thing – a lack of Hispanic coverage – an actual review of 
different front pages from that year shows that there is a definite Hispanic presence in 
the Caller‐Times and that an effort was being made to cover the Hispanic community in 
2003. 
 
Typical of the 2003 coverage was the front page of May 20. In this issue, there was one 
story depicting Hispanics, a story of national importance on the truck deaths of 19  
“illegal immigrants” in Victoria (100 miles north of Corpus Christi).  In addition, the only 
two photos on the page that day feature a Hispanic, one local and one from Chicago.  
The byline on the truck deaths story was Hispanic, but not by a local Caller‐Times 
staffer.” In 2003, the research shows, the content of A1 depicted the typical coverage 
that led to a protest in front of the Caller‐Times offices in 1997. This was prime ground 
for the Parity Project. 
 
 
 
 
 
 
 
 
 
 
 
 
 

  20
  

May 20, 2003, A1       Sept. 17, 2003, B1 Local 
 
The Sept. 17, 2003 B1 (Local) section was more representative of how Hispanic news 
were treated that year.  While not considered A1 material, coverage of Hispanic 
issues often made the local front (B1). However, the coverage was usually depicted 
in photographs and the researchers felt it lacked substance, in other words why the 
story was important.  In the Sept. 17 issue, the celebration of 16 de Septiembre, is 
prominently featured with two lead photos on B1. In addition, there is a photo of an 
accident on the Harbor Bridge and a story on four heroin deaths depicting Hispanics. 
Crime by Hispanics was a major focus of coverage in 2003, as the data reveal. For 
Hispanics, heritage, general news and crime victims and perpetrators are depicted in 
this issue.  This was typical of 2003 coverage of Hispanics, with the exception of the 
picture story on “Independence Day.”  
 
The Sept. 17 issue is a good example of how the newspaper used its local front to 
cover Hispanic issues with big photos and picture stories. In 2003, approximately 24 
percent of the stories on B1 had a Hispanic flavor as shown in Table 3. On the local 
front – education, general and human interest stories about Hispanics comprised the 
biggest portion of the coverage for Hispanics, but it was still just more than 10 
percent of the news hole or total stories. Stories on immigration issues, 
discrimination and crime are not as prominent on B1. Photos of Hispanics were also 
more prominent on page B1 with 42 for the year for a percentage of nearly six 
percent Hispanic. Still, the coverage was lacking. 

  21
 _______________________________________ 
Table 3 – Local B1 Hispanic Stories – 2003 
 
Story Type          Number 
General          84 
Discrimination         16 
Religion          58 
Human Interest        86 
Health/Medical        34 
Immigration            18 
Heritage          25 
Politics           17 
Education          66 
C‐Victims          32 
C‐Preps           20 
Disasters            8 
Arts and Culture        55 
TOTAL                     510 
_______________________________________ 
 
Table 4 shows that there were more Hispanic stories on B1 than A1 in 
_______________________________________ 
Table 4 – Local B1 Hispanic Stories – 2003 
 
Hispanic Stories B1  Hispanic Stories A1  Total B1 Stories 
510      466        2,184 
_________________________________________ 
 

  22
  
    Dec. 28, 2003, A1        May 21, 2003, B1 
 
The Dec. 28, 2003 issue shows another view and was perhaps more typical of the 
coverage that year. The Newsmaker of the Year is a local banker and besides the teaser 
featuring the “Closet Snoop” column, there are no Hispanics on the page. And, those 
who may be Hispanic on the page are not identified. The May 21, 2003, issue is also 
typical of the coverage in that year. While there are no Hispanic‐themed stories, one 
story features a local judge and her “mug” while the other photo features a Hispanic 
carrying an Olympic torch. This, too, is typical and shows a definite effort to cover and 
depict Hispanics on the local section, or page B1. 
 
Nevertheless, the coverage could have been better. Inspection of inside pages, section 
fronts and special sections revealed similar numbers. While present, the coverage of 
Hispanics in the Corpus Christi Caller‐Times in 2003, the numbers show it could have 
been much better for a Hispanic population of nearly 60 percent and growing.  
 
Indeed, NAHJ had the perfect vehicle to see how its Parity Project would work. 
 

  23
 The Findings 
2004 
 
This year proved to be one of transition for the Corpus Christi Caller‐Times and, in the 
later months, the Parity Project.  

On Sept. 21, the NAHJ launched its Parity Project at the Corpus Christi Caller‐Times. 
“NAHJ launched the project with about 60 Caller‐Times’ staff members who participated 
in cultural awareness training sessions. The sessions were led by Dr. Irasema Coronado, 
political science professor at the University of Texas at El Paso, and Nancy Vera, English 
department chair at Roy Miller High School in Corpus Christi and president of a local 
chapter of the League of United Latin American Citizens (LULAC), a civil rights 
organization with roots in Corpus Christi. Coronado and Vera discussed trends and 
issues affecting Hispanics on both the national and local levels. The launch culminated in 
a Town Hall meeting later that evening at the Solomon P. Ortiz Center where more than 
120 community members attended to discuss the paper's coverage of the area's 
Hispanic community. Caller‐Times' Editor Libby Averyt moderated the event, which 
began with brief addresses from Scripps Editorial Development Director Michael Phillips, 
Caller‐Times Publisher Patrick Birmingham, and NAHJ's Joseph Torres and Kevin 
Olivas.”19   The Town Hall meeting also included Hispanic journalism students from Del 
Mar College and Texas A&M University‐Kingsville, several of whom later became staffers 
or interns at the Corpus Christi Caller‐Times under the Parity Project. 

  24
 

With the Parity Project under negotiation and in effect in the latter months of this year, 
the concept of parity and diversity was very much on the minds of the Caller‐Times’ 
leadership and editorial staff during 2004. An effort to increase coverage of Hispanic and 
report on stories of interest to the Hispanic community was certainly going to front and 
center on the minds of Caller‐Times’ employees. 

Chart 7 shows how the number of Hispanic‐themed stories compared to the overall 
number of stories in 2004. The number was greater in 2004 when compared to 2003 
and the percentage was also higher (See Table 5). 

  25
 __________________________________________________________________ 

Table 5 – Comparison of Hispanic Coverage on Page A1 during 2003 and 2004 

      Hispanic Stories  % of total Stories 

2003        466      21.3% 

2004        536      24.4% 

__________________________________________________________________ 

First, the number of stories depicting Hispanics or Hispanic themes grew from 21.3 
percent to 24.4 percent. Total number of stories grew from 466 to 536, again showing a 
concerted effort by the Caller‐Times’ editorial leadership to cover the Hispanic 
community. The stories were also more about the Hispanic community than just 
reporting crime stories that are news. 

For example, of the stories (Chart 8) that depicted Hispanics on page A1 of the Caller‐
Times in 2004, only 50 (or 10%) were stories of Hispanics “perpetrating” crimes. This 
compared to 158 (or 33.9%) in 2003.  

The 2004 story list shows Hispanics in Corpus Christi more interested in health and 
religion issues and more concerned about education than immigration.  

Chart 8 shows that stories reporting on issues involving Hispanics were much different 
in 2004 from 2003.  Health and medial issues topping the chart at 76 (14%) while 
religion coverage and issues had 65 stories (12%). Stories on education increased with 
45 (8.3%) and outpaced stories on immigration (4%).  

Much of the difference from 2003 data to 2004 data occurred in the second half of the 
year while the Caller‐Times was in negotiation with the National Association of Hispanic 
Journalist to institute the Parity Project.  

  26
  

  27
 

While Chart 8 shows the varied amount of coverage that impacted Hispanics on the 
front pages of the Caller‐Times during 2004, Chart 9 shows a month‐by‐month 
breakdown which reveals that 54 percent of the stories on Hispanics happened in the 
second half of the year.  

Again, NAHJ had the perfect model to test its Parity Project and, at first glance, the goals 
of NAHJ and perhaps those of the Corpus Christi Caller‐Times editorial leadership were 
working. 

It was in the last quarter of 2004 that the efforts of the C‐T  to increase the number of 
Hispanics in the editorial department became evident. More Hispanic reporters were 
hired and interns from area colleges, one thorugh the funding of NAHJ, were given 
opportunities to prove their mettle as full‐time staffers. Between 2003 and 2004, the 
number of non‐white staffers in the Caller‐Times newsroom increased 13.9 percent 
from 20 percent in 2003 to 33.9 by the end of 2004 (Table 6). 

Table 6 – Percentage of non‐whites working in C‐T newsroom 

Year 2003  Year 2004 
20.0%  33.9% 

 Source:Knight Foundation Report 2005 

  28
The Town Hall meeting held  Sept. 21, 2004,  had 
revealed an ugly side of the community which did 
not feel their hometown newspaper was 
representative of Hispanics and their issues. 
Politicans, civil rights leaders, educators and just 
members of the community had shown up to 
speak up about the lack of coverage and a 
historically perceived non‐caring attitude toward 
the Hispanic community by the  

“Many community members were critical of the 
paper’s coverage of Hisanics in the past, bringing 
up the 1997 protest against the paper regarding 
its coverage of Hispanics and the under‐
representation of Hispanics journalists in the newsroom,”20 reported NAHJ on its 
website, Sept. 24, 2003. The photo on the right shows former State Representative 
Arnold Gonzales passionatley making a point at the Town Hall meeting coordinated by 
NAHJ. 

Shortly after that historic meeting, NAHJ assisted the Caller‐Times’ staff in forming an 
Advisory Committee made up of the paper’s editorial staff and community members.  
The committee met quarterly to discuss issues affecting Hispanics in Corpus Christi and 
how the newspaper could better cover those issues. 

Among the significant gains in 2003 to 2004 were the number of photos depicting 
Hispanics on the front page of the Caller‐Times as well as the number of local Hispanic 
bylines. Photos increased from 34 to 54 and represented 7.4 percent of the photos on pi 
(page 1).  

Bylines by Hispanic staffers on page 1 grew from 58 to 68. It was a small  mark of 
progress, but still a far cry from equitable staffing of the newsroom. Hispanic bylines on 
page A1 now represented more than 20 percent of the local bylines, a clearly visible 
statement to the reading public and the community. 

  29
  
The year 2004 was definitely a transition year for the Caller‐Times in its coverage of the 
Hispanic community. The paper’s front page seemed to reflect the community better, 
albeit far from perfect and far from showing the dominance of the Hispanic community 
in the area. But, B1 remained a staple of coverage for Hispanics. Hispanics are definitely 
“local” in South Texas (almost 60 percent according to the census) and B1 is supposed to 
cover “local” news. Hispanics than are B1 material if not A1. 

_______________________________________ 
Table 7 – Local B1 Hispanic Stories – 2004 
 
Year   Hispanic Stories  Total Stories    % Stories 
2004    564        2,184    25.8% 
2003    510        2,184    23.3% 
_________________________________________ 
 
During 2004, the coverage on local section B1 front was also more responsive to 
Hispanic‐themed stories and issues. Hispanic stories on B1 during 2004 represented 
more than 25 percent of stories on that page (Table 7). During 2004, in Section B1, 
human interest stories were top ranked (96), followed by education (82), general 
interest (70), heritage (62) and health/medical (60), as shown on Table 8.  Looking at 
the data, a question as to what happened to crime stories in 2004 should certainly 
pop into people’s minds. The answer is simple, some crime stories of minimal impact 
were moved to the inside pages. This, too, reflected a change in news judgment and 
philosophy on the part of the Caller‐Times editorial staff.

  30
  
_______________________________________ 
Table 8 – Local B1 Hispanic Stories – 2004 
 
Story Type          Number 
General          70 
Discrimination         14 
Religion          28 
Human Interest        96 
Health/Medical        60 
Immigration            24 
Heritage          62 
Politics           48 
Education          82 
C‐Victims          12 
C‐Preps            4 
Disasters            8 
      Art and Culture        56 

      TOTAL                     564 

_______________________________________ 
 

A review of front pages and local fronts during 2004 will further clarify the findings for 
this year. Again, like in the latter part of 2003, the coverage of Hispanics and Hispanic 
issues was particularly evident, as the data show, on the local B1 front.

  31
 

 Sept. 20, 2004, Local Front, B1                              
Sept. 20, 2004 A1 

Reviewing the Local Front B1 issue of Sept. 20, 2004, reveals how covering Hispanics is 
more than just reporting on traditional holidays like Cinco de Mayo or 16 de Septiembre. 
Reporting on stories important to the community, profiling its citizens and showing that 
Hispanics have a stake in their city is what is more important. The Sept. 20 local front 
(B1) certainly achieved that. The volunteer award is just a story on an ordinary citizen 
who has done extra ordinary things, but who just happens to be Hispanic. The story on 
the monument to Mexican War veterans is one that, in the past, would not have been 
noticed by staffers or editors of the Caller‐Times. The irony of the situation is that 
Hispanic veterans are honoring veterans from a long ago war fought against Mexico. It is 
done with class and dignity. The coverage is done without bias or commentary and it 
shows that the face of Corpus Christi is also Hispanic and that the Hispanic shares in the 
history of the region and city. 

  32
  
But, hard news is hard news and that is why there is a front page, A1. On the same day, 
A1’s only local story is about the status of the local water supply. Other stories are 
about the Iraq, relief effort for Florida’s hurricane victims and the 2004 presidential 
election.  A1 was reserved for “real” international, national and local news of 
importance. Hispanics news, however, was starting to make inroads and now Both A1 
and B1 fronts had a similar percentage of coverage, 24.4 percent for A1 and 25.8 
percent on B1. The editorial department of the Corpus Christi Caller‐Times truly made an 
effort to include more Hispanics in its coverage during 2004. It was an effort that gained 
momentum with the partnership with the National Association of Hispanic Journalists to 
initiate the Parity Project that year. 

   

  33
  
  Sept. 22, 2004 Local Front B1                         Sept. 22, 2004 A1 

Typical of the “attitude” toward news impacting the community is the coverage of the 
NAHJ Town Hall meeting on Sept. 21, 2004.  

The Sept. 22, 2004, edition of the Caller‐Times was one rich in irony. While there was 
not any coverage of a Hispanic issues on A1, the local section (B1) front has one 
“Hispanic” story. It is the story of the NAHJ’s first Town Hall meeting to explain to the 
community how the Parity Project will work. This was probably the No. 1 news story for 
much of the community, but yet it was placed in the bottom strip of B1. Perhaps this 
story belonged in the bottom strip of A1, instead of a human interest story about a 
Corpus Christi couple being 2nd in “The Amazing Race.”  

In the story at the bottom of page B1, one of the Hispanic activists (Rolando Garza) 
proclaims, “We’ve (Hispanics) have been victimized (by the Caller‐Times). We’ve been 
victims of bad reporting for decades and decades.” Garza also said, “The Hispanic 
community has to turn to itself for respect because the newspaper historically has not 
given it proper credit.”21 

  34
In the article, Caller‐Times editor Libby Averyt said, “This was the Hispanic community’s 
opportunity to tell us how they feel about us, and to give us suggestions on how to 
improve coverage.” The, she admitted, “We haven’t given them (Hispanics) a forum 
often enough to tell us what they have to say.”22 
 
The picture that 
accompanies the story of 
the Town Hall meeting 
features former Corpus 
Christi ISD school board 
member Rene Vela making 
a point during the meeting.  
CCISD’s student population 
at the time was more than 
65 percent Hispanic. It was 
about time someone 
listened to that group, he 
said, because the future for 
the city was Hispanic. 
Sadly, the most poignant 
point Vela made came 
after the meeting and was 
a simple two‐pronged question: “Isn’t a newspaper duty to cover (report on) the 
community? Aren’t we (Hispanics) part of the community?”23 He was making the 
comment to a reporter from the Del Mar College newspaper, The Foghorn. The quote 
was reported as news in the local community college weekly newspaper. 

Still, progress was been made. 

Hiring of Hispanic reporters was at a high during the latter part of 2004.  This resulted in 
an increase of Hispanic bylines by local reporters on Pages A1 and B1.  During 2004, the 
number of bylined articles by Caller‐Times Hispanic reporters grew from 58 the previous 
year to 68 on page A1.  Progress? Yes. The number of photos depicting Hispanics in 
every day situations also increased during that time and in the years to come, as the 
data would show, that would be one of the key toward more and better coverage of the 
Hispanic community.  

  35
 The Findings
2005
The year 2005 was a turning point for stories bylined by Hispanic staffers of the
Corpus Christi Caller Times. The number of bylines by Hispanic staffers on A1
skyrocketed to 81 from the previous year of 68. On section B1, bylines by
Hispanics staffers totaled 184. It was obvious Hispanic reporters were covering
not only issues relevant to the Hispanic communities, but general news that
impacted the community.

The main reason? Hispanic staffers went from 15 to 22 during the year and
several other Hispanics were hired as interns. Also, it is believed by the research
team that Hispanics news was starting to be incorporated into the news culture of
the Caller-Times’ editorial staff and all reporters were covering Hispanic news
just as if it was part of a regular news day.

Content on A1 continued the trend of showing more coverage of Hispanics and

issues relating to the Hispanic community. Hispanic story count was up to 582
and accounted for more than 26.5 percent of content on A1 (Chart 11).

More importantly, the growth of Hispanic stories in 2005 continued the pattern of
growth that coincided with the inception of the Parity Project and the goals set
both by the National Association of Hispanic Journalists and the leadership of the
Corpus Christi Caller-Times (See Chart 12). The gain on coverage of Hispanics
and Hispanic issues on A1depicted on Chart 12 - from 21.3% in 2003 to 24.4%
in 2004 and 26.5% in 2005- is gradual but still reflective of the commitment of the
Caller-Times to report on the more than 58 percent Hispanic population in the
area. While still not equitable, the arrow is moving in the right direction.

  36
Note: On Chart 12, “1” stands for 2003, “2” reflects 2004 and “3” reflects
2005.

Diversity of coverage also continued to improve in 2005. Chart 13 shows that of

the 582 stories depicting Hispanics on page A1 of the Caller-Times, 168 (or
28.8%) were stories on education or arts/culture. That was a far cry from the
2003 analysis that had 162 stories (or 33.9%) of Hispanics “perpetrating” crimes.
In 2003, only three stories depicted “heritage,” while in 2005 there were 26
stories on Hispanic heritage. However, like 2003, immigration continued to be a
hot topic because of the politics of the time and the reported building of the
Border Wall. In 2005, 66 stories on immigration were reported, primarily as
general news.

Stories on crime victims of crime perpetrators were stayed the same, at 26.
Stories on politics involving Hispanics grew to 72, accounting for 12.3% of stories
on Hispanics. This coverage resulted naturally as more Hispanics were elected
to state, county, city or local boards and commissions to better reflect the
population of the city.

Still, the stories were covered and covered well. While not visible in day-to-day
coverage, the reporting of Hispanic news took a definite more positive turn.

The Hispanic community was being covered in a variety of situations, from

serving as teachers and education administrators to achieving political office.
This, in turn, resulted on a natural increase in pictures, as well as stories.

  37
Chart 13 shows a breakdown of stories on Hispanics by category. The change is
noticeable when compared to 2003 when the majority of the stories were about
“crime perpetrators” or “crime victims.” In 2005, as noted earlier and re-
emphasized here, the majority of the stories were on education or arts and
culture – issues that are important to the Hispanic community. Of interest here is
the increased number of stories on politics and the resurgence of stories on
immigration. Both seem natural with the immigration issues that had nationwide
impact and the number of Hispanics who were elected to public office in the
previous year. For example, during this year Hispanics became the majority in
both the Corpus Christi ISD board and the Corpus Christi city council.

The number of photos depicting Hispanics on the first section of the Corpus
Christi Caller-Times during 2005 is also revealing (See Chart 14). During 2005,
the number of photos depicting Hispanics on the front page totaled 66, compared
to 730 that appeared during the year, representing more than 9% of the photos
on A1.

  38
Another revealing story of the 2005 data was the number of local bylines. During
2005, bylines by Hispanic reporters grew from 58 in 2003 to 81 on Page A1 (See
Chart 15).

It was the first time that bylines by Hispanic staffers totaled more than 10
percent on A1 in a single year. In 2003, Hispanic bylines totaled on 7.5 percent of
the stories on A1. The growth was significant and spoke volumes about the
impact of the Parity Project on the Caller-Times’ newsroom.

Still, the increase must be kept in perspective. Local bylines on the front page of
the Caller-Times totaled 487 during the year. That means Hispanic bylines
represented only 16 percent of the stories covered by local staffers.

  39
However, coverage bylines by Hispanic reporters on the local front, B1, was
much more significant in 2005 as stories done by Hispanic reporters totaled 182,
or 40 percent of the stories on that section that year. Hispanic bylines on B1 in
2005 were more than in the previous two years combined. (See Chart 16).

  40
One of the least notable changes in the coverage of Hispanic issues had to do
with story placement, or news judgment. While in the previous two years, many
of the stories on Hispanic issues were featured on the local B1 front, 2005 saw
stories break the glass ceiling and make their way into page A1. Typical of that
coverage are both the May 17, 2005, and Dec. 12, 2005, issues. The May 17
issue features photos and quotes from prominent Hispanics on issues of funding
for Child Protective Services (CPS) and special education testing. The Dec. 12
issue has excellent photo coverage of the “Our Lady of Guadalupe” holy day
observation by the catholic Hispanic community of the Corpus Christi area.

  41
 May 17, 2005 A1 Dec. 12, 2005, B1 Local

The May 17 issue also pointed to another facet of the impact of the Parity
Project on the Corpus Christi Caller-Times. Without fanfare, the front page
featured three bylined stories by Hispanic staffers. While having three
Hispanic bylines on the front page was not normal, during the third week of
this year, 65 percent of the front pages in 2005 had at least one Hispanic
byline (See May, 19, 2007 issue which features the lead story by a Hispanic
Caller-Times staffer on A1). It is safe to say that would not have happened in
the recent past and that the impact of Hispanic staffers on the newsroom was
being felt.

  42
 2005 also saw what seemed to be a reawakening of Hispanic culture. This
was evident in several stories trying to determine who was Hispanic or what
the term actually represented. Other terms such as Chicano, Mexican,
Mexican-American and Latino were examined. Of interest this year was the
column at the top of B1 on Sept. 18, 2005, by staffer Vanessa Santos-Garza.
Her lead speaks volumes about the dichotomy of being Hispanic (Latino,
Mexican-American, Tejano, Central American, etc.) in the United States. She
wrote, “I am a South Texas girl who grew up wearing Wranglers and Ropers. I
spent Saturday nights dancing to (Mexican or Tejano) polkas and rancheras
at quinceañeras (traditional 15th birthday “coming out” celebrations for
Mexican American girls). I learned to make tamales and Pan de Polvo
(Mexican holiday cookies) at Christmas and only recently figured out the
entire English translation to Feliz Navidad.”24

  43
 Sept. 18, 2005, Local, B1 May 19, 2005, A1

Coverage on B1 in 2005 was consistent with previous years and showed a

gradual increase from 2004 of 1.4 percent. The number of stories on
Hispanics or Hispanic issues grew to 594. This is encouraging because
coverage of Hispanics on both A1 and B1 continue to grow. Table 9 shows
the number of stories on B1 in 2005 when compared to the overall total.

  44
 ______________________________________
Table 9 – Local B1 Hispanic Stories – 2005

Hispanic Stories Total Stories

594 2,190
________________________________________

B1 coverage of Hispanic issues during 2005 revealed that human interest

stories, or features, was the highest category with 92. That is important
because Hispanics were now featured for doing “interesting things” and just
not being involved with news, be it crime or politics, for example Stories on
education, not necessarily focusing on Hispanic but quoting Hispanic
teachers, administrators and students, were also up (82). There was also
more emphasis on arts and culture (72) in this section and, while a story was
not necessarily Hispanic-themed, it could be on a Hispanic artist, author or
sculpture in genres not necessarily related to Hispanics. Table 10 shows a
breakdown by category.

_______________________________________
Table 10 – Local B1 Hispanic Stories – 2005
Story Type Number
General 68
Discrimination 18
Religion 48
Human Interest 92
Health/Medical 48
Immigration 18
Heritage 34
Politics 54
Education 82
C-Victims 18
C-Preps 18
Disasters 24
Arts and Culture 72
TOTALS 594

Another significant gain this year was the number of photos depicting Hispanics.
On A1 and B1, 146 photos depicted Hispanics and they were not necessarily
taken during traditional celebrations like Cinco de Mayo or Hispanic Heritage
Month. It is important to note that coverage of the Hispanic had always been
higher on B1 (the local front). Between 2003 and 2005, the number of photos
featuring Hispanics on B1 grew from 42 to 80, almost doubling in two years
(Chart 17).

  45
When one wants coverage of his/her community, progress is measured in small
gains, a photo of a Hispanic just being part of the community speaks volumes for
the acceptance of Hispanics in the area and by the editorial leadership and
reporting staff of the Corpus Christi Caller-Times.

2005 can certainly be classified as landmark and transitional year at the Corpus
Christi Caller-Times when it came to coverage of the Hispanic population, the
most numerous in its service area.

  46
 The Findings
2006
With the Parity Project in full swing and a staff consisting of at least 22 Hispanic
reporters, 2006 was a year that saw coverage of Hispanic issues by the Corpus
Christi Caller-Times reach new heights. Stories on Hispanics or Hispanic issues
increased to 972 compared to 466 when the study started in 2003, representing
an increase of almost 50 percent. In other words, stories about Hispanics or
Hispanic issues almost doubled when compared to 2003.

Chart 18 shows how stories on Hispanic issues and on or about Hispanics

became part of the story count in 2006, representing 44.3 percent of all content
on A1. Can this increase be directly attributed to the increased number of
Hispanic staffers? Perhaps, but it takes more than just a Hispanic reporter to
start reporting on Hispanic issues. The leadership of the Caller-Times’ editorial
staff – from the publisher to the editor and the metro editors - must develop a
culture of equity in reporting news before this can be occur. Their news judgment
had to adapt to recognizing a story on the Virgen de Guadalupe (the patron saint
of Mexicans) was just as important as one detailing the appointment of a new
port commissioner. In reviewing the 2006 data, it is clear that the impact of the
National Association of Hispanic Journalists, and in particular the Parity Project,
had become a part of the culture of the Caller-Times’ editorial staff. That feeling
was filtered down to reporters. It is important to note here that the qualitative

  47
analysis showed that not all stories on Hispanics were covered by Hispanic
reporters. That is as it should be. One of the worst things that can happen to a
Hispanic reporter is to get pigeonholed into being the “Hispanic issues reporter”
and cover only that beat. Fortunately, for the Corpus Christi Caller-Times, there
were enough reporters – Hispanic or otherwise – to report on a variety of issues.
In 2006, the number of stories depicting Hispanics or Hispanic themes on A1 was
44.3 percent, a significant growth from the 20 percent figures the previous three
years. The 2006 coverage of Hispanics was definitely more representative of
the Caller-Times’ service area that has a population of approximately 60 percent
Hispanic.

The breakdown of Hispanic stories during 2006, especially for treatment on page
A1 was also interesting.

Chart 19 shows stories on Hispanics appearing on A1 are no longer only

primarily crime-related, as they were in 2003. The chart indicates the stories are
now more of a “general interest,” which means they are stories about every day
people doing every day things – fund raising, getting involved in the community,
attending a concert, etc. General stories totaled 288 and represented nearly 30
percent of the stories. Crime stories were still evident, just over 11 percent. This
compared to 158 (or 33.9%) in 2003. The coverage in 2006 is so much more
diverse when compared to 2003 and shows a definite improvement on the
concept of what the Hispanic community represents to the Corpus Christi area.
Education, as it had in the previous two years, continued to be one of top

  48
category with 120 stories, accounting for more than 12 percent of the coverage
on Hispanics during 2006.

Chart 19 graphically shows how the Parity Project, in effect at the Caller-Times at
this point for more than one year, is clearly impacting the number of stories on
Hispanics or Hispanic issues on page A1.

The 2006 story list shows Hispanics in Corpus Christi are part of the “general”
population, are interested in education, politics and immigration issues. Crime
continues to be a concern, but it is no longer center stage when it comes to
stories on Hispanics.

Note: 1=2003, 2=2004, 3=2005, 4=2006

Chart 20 more graphically illustrates how the amount of stories on Hispanics or

Hispanic issues grew in 2006 when compared to the previous three years of the
study. Between 2003 and 2006, the amount of coverage for Hispanics almost
doubled. Also encouraging from this graphic is the steady growth of coveage of
Hispanic issues through the years. Hispanics are not only news worthy, in 2006
Hispanics and their issues became page A1 worthy at the Corpus Christi Caller-
Times.

Photos on A1 took a different twist in 2006 (Chart 21). Because of a layout

change that included more photos on the rail on the left column, referring to
material inside, there were more photos. While past years the average of photos
was 3-4, 2006 at times had 6-7 photos on page A1. During 2006, Hispanics
were depicted on 888 photos on page A1, compared to an estimated 2,500
photos that appeared over the year. That represented more than 35 percent of
the photos and was definitely more representative of a population that was

  49
almost 60 percent Hispanic. The impact of the Parity Project and NAHJ was
certainly “visible” in the A1 photos on 2006. Photos depicting Hispanics in 2004
totalled just 54 and represented 7.4 percent of the total photos. The coverage in
2006 was much more equitable.

The photo coverage of 2006 showed a side of the Hispanic community that had
previously been ignored on A1. Photos of community celebrations, traditional
religious observances and observance of Hispanic and Tejano heritage
observations were among the photos that peppered page A1 during 2006. The
growth in number of photos, in spite of the change in format, was phenomenal,
as Chart 22 depicts.

  50
 May 27, 2006, Page A1 Dec. 12, 2006, Local A1

Example of how photo covearge improved for Hispanics in 2006 can be seen in
the reproduciton of page A1 from the May 27 and Dec. 12 issues. The two
“main” stories – “Diploma Times Four” and “Honoring La Virgen de Guadalupe” –
are stories that would usually be relegated to the local front (B1) in past years. In

  51
2006, these features were page A1 material, at least photowise. Stories like this
on page A1 certainly speaks to the issue brought up by activist Rolando P. Garza
at the Sept. 21, 2004, Town Hall meeting on the Parity Project. Garza said the
Hispanic community had to turn to itself for “respect” because the newspaper had
historically not given Hispanics proper credit.25 The coverage on these two issues
certainly answered Mr. Garza’s rhetoric and represents an improvement on how
the editorial staff of the Caller-Times views the community.

While it is evident, from the data, that Page A1 had “more” news about Hispanics
and Hispanic issues in 2006, how was the coverage on B1 impacted? The local
front had traditionally been a place where the Caller-Times’ editorial staff could
place Hispanic stories. Even the story on the Parity Project was relegated to
Page B1 in 2004. So, was the increase on A1 in 2006 simply a shift, or did B1
continue to reflect the Hispanic community?

_____________________________________________________
__
Table 11 – Local B1 Hispanic Stories/Photos – 2006

Hispanic Stories Total Stories Hispanic Photos Total Photos

1,440 2,384 1,020 2,184
_____________________________________________________
_____

During 2006, the coverage on local section B1 front was much more
responsive to Hispanic-themed stories and issues. Hispanic stories on B1
during 2006 represented more than 60 percent of stories on that page (Table
11). In other words, the stories on B1 accurately reflected the service area
composed of almost 60 percent Hispanic. The majority of stories on Page B1
during 2006 were about Hispanics or on issues impacting Hispanics. During
2006 (Table 12), in Section B1, general interest stories were top ranked
(336), followed by education (216), politics (180) and heritage (144). Stories
on crime perpetrators were up (132), but so were stories religion (60), and
health and medical issues (96). Photos, too, were way up to 1,020 (Table 11).
_______________________________________
Table 12 – Local B1 Hispanic Stories – 2006
Story Type Number
General 336
Discrimination 36
Religion 60
Human Interest 84
Health/Medical 96

  52
 Immigration 60
Heritage 144
Politics 180
Education 216
C-Victims 12
C-Preps 132
Disasters 0
Art and Culture 84

TOTAL 1440

_______________________________________
Tables 11 and 12 certainly show that there was a “positive” difference on B1
when it came to Hispanic coverage in 2006. In spite of the increase of coverage
of Hispanics on page A1, page B1 continued to be a place to showcase
Hispanics from within the community.

A review of front local fronts (B1) during 2006 will further clarify the findings for
this year. For the first time since the Parity Project started, or perhaps in the
history of the Caller-Times, coverage of Hispanic issues had become part of the
culture of the editorial staff.

Perhaps more importantly, the coverage (qualitative research shows the

coverage was more “educational” then just reporting) had substance. The Dec.
12, 2006, issue cleary shows this with an explanation of why Hispanics catholics
revere Our Lady of Guadalupe. This takes the “mystery” out of being Hispanic
and shares the information with the entire reading public of the Corpus Christi
Caller-Times.

  53
Dec. 12, 2006, Local Front, B1 May 24, 2006, Local Front, B1

In the May 24, 2006, B1 is also interesting because it prominently shows

Hispanic students visiting the local museum. Their names and faces are center
point on the page. It is clear, from this coverage that Hispanic students, who
represent more than 70 percent of the students in the public schools in the
immediate Corpus Christi area, are important to the Caller-Times editorial staff.

The editorial department of the Corpus Christi Caller-Times’ effort to change the
culture of how Hispanics and issues relating to the Hispanic are covered certainly
took a turn for the better in 2006. In addition, during Hispanic Heritage Month, the
articles were much more comprehensive, historical in nature and educational. In
other words, it was more than a photo of eating tacos, pretty girls dancing or
mariachi’s strumming guitars.

During 2006, the number of stories bylined by Hispanics reporters on A1 totaled

168, and on B1 there were 220 bylined stories by Hispanic staffers. The
combined total for both section fronts was 388. More importantly, the number of
bylined stories by Hispanics on page A1 was more than the combined total in
2003- 2004. (See Chart 23).

  54
At this point, it is imperative to ask, “What is happening?” The coverage of
Hispanics and Hispanic issues definitely took a turn for the better in 2006. The
coverage “almost” reflected the population on both section fronts (See Chart 24).
B1 equaled the population of Hispanics in at least Corpus Christi. Has parity
being achieved? Numbers would indicated that, but the research team feels there
is something much more important going on here. News coverage at the Corpus
Christi Caller-Times has reached a stage where it is the news value that is
important, and not who is being covered. In other words, the news is not about
Hispanics, blacks, non-whites, whites, etc. The events and people covered are
reported on because the stories are important to the community, in the news
judgment of the editorial staff and reporters.

  55
  56
From the numbers, it was evident that the Parity Project and the goals of the
National Association of Hispanic Journalists were being followed. Also, the
conscious decision of the Caller-Times’ leadership, and that of the editorial staff,
to better portray the community they served was being rewarded. And, more
importantly, the Hispanic community was being made to feel as a part of their
community. In other words, the Caller-Times had taken it upon itself to project a
true “reflection of Hispanic life” in its community. This concept has roots dating
back to the 19th century when editors of Spanish-language newspapers in the
United States attempted to survive in a hostile environment that often involved
discrimination. Their job was to make Hispanics feel they were part of the
community, as well as keeping them informed on important issues. “In order for a
culture to survive, it must have self-worth, and that self-worth needs to be
reflected in the public eye.” 26 This concept revolves around the writing of
Angharad Valdivia, author of A Latina in the Land of Hollywood, and the work of
critical theorist Nancy Fraser, currently the Henry A. and Louise Loeb Professor
of Political and Social Science and professor of philosophy at The New School in
New York City.27 Fraser’s theories revolve around “the politics of recognition” and
the “politics of redistribution,” essentially saying that when a culture is denied
access to the mainstream, it will form its own self-affirming reality. In other words,
for a person to have self-worth there must be a vehicle to reflect the self-worth.28
For many Hispanics in the American southwest in the 19th century, that vehicle
was the community’s Spanish-language newspaper.28 “This is the same principle
that guided Mexican artists commissioned to paint murals that would depict the
history of the country and honor the indigenous population that had been the
victim of Spanish conquest and colonization.29 Indeed, famed muralist Diego
Rivera wanted “an art that would serve the people and show its own history.”30
So, in that spirit, the Caller-Times, in 2006, started to show how the Hispanic
population of South Texas area truly lived and how they influenced the general
community. The Caller-Times reported on issues important to the Hispanic
community because those issues were important to the general community.
From unemployment to crime, community celebrations to religious observances,
education to politics, the stories on or about Hispanics were important to the
community, as a whole and they had to be covered. They were, in 2006.

If a newspaper is supposed to reflect its community, The Corpus Christi Caller-

Times, thanks in part to the NAHJ and its Parity Project, was well on its way in
2006.

  57
 The Findings
2007
After a banner year in 2006 for Hispanic stories on A1 and B1 of the Corpus
Christi Caller-Times, 2007 was a year of stabilization. The number of Hispanic
stories dropped from a high of 972 in 2006 to 888, but still was almost twice as
many stories as were reported in 2003 prior to initiating the Parity Project with the
National Association of Hispanic Journalists.

Chart 25 shows how stories on Hispanic issues and on or about Hispanics

became part of the Caller-Times’ news culture. The 888 stories represented 40.5
percent of the total stories on A1 in 2007. Many of the other stories reported on
state and national issues. To have more than 40 percent of the stories report on
“local” Hispanic issues, for the most part, on A1 certainly reflects a change of
direction in the news value on stories for the community and Hispanics. Simply
put, the percentage of stories on Hispanics on page A1 of the Corpus Christi
Caller-Times, improved from a low of 21.3 percent prior to the inception of the
NAHJ Parity Project to more than 40 percent in 2006 and 2007 (Chart 26).

  58
Thus, it is easy to see that coverage of the Hispanic community was very visible
on the Caller-Times’ front section the past two years. By this point, the leadership
of the Caller-Times’ editorial staff – from the publisher to the editor and the metro
editors and reporters- had developed a culture of equity in reporting news that
included the Hispanic community. In 2007, because there was no major step
back from the high point reach in 2006, it was clear that the Caller-Times had
now made reporting news on Hispanics and Hispanic issue just part of the overall
news process. A story would be covered because it was important to the
community. Period.

The breakdown of Hispanic stories during 2007, especially for treatment on page
A1 was reflective of that “change in attitude” that showed how news judgment
had evolved. Stories on Hispanics on A1 in 2007 continued to be primarily of
general interest. In other words, they were straight news or feature stories. While
this may not seem odd for journalists or every day observers, it is important to
note that just five years prior, the majority of stories about Hispanics on A1 were
related to crime.

Crimes Hispanics committed are still reported. There were 96 crime stories
reported in 2007, but they represented just a little more than 10 percent of the
total stories on Hispanic on A1. Political and education stories involving
Hispanics (132 and 96, respectively), have taken a more important role in the
past two years and it is reflected on the 2007 Hispanic stories count (Chart 27).

  59
Chart 27, as in 2006, indicates stories on Hispanics in 2007 are now more of a
“general interest.” General stories reached a high of 324 in 2007 during the
course of the study and represented nearly 36 percent of the stories on
Hispanics. Again, while this may not be apparent to the casual observer,
reporting on Hispanics as being part of the general population, doing things
ordinary citizens is truly an achievement and the reason why the Caller-Times’
leadership sought the help of NAHJ.

Chart 28 graphically shows how the Parity Project, in effect at the Caller-Times at
this point for more than two years, is clearly impacting the number of stories on
Hispanics or Hispanic issues on page A1.

As noted earlier, the Parity Project was in full swing in 2006 and resulted in
almost 1,000 stories on Hispanics or Hispanic issues. After this success, it would
have been natural to have a decline. There was a decline, but not significant. The
decline was less than 4%.

  60
 Note: 1=2003, 2=2004, 3=2005, 4=2006, 5=2007

Chart 29 illustrates the progress on coverage of Hispanics and Hispanic issues

during a 5-year period from 2003 to 2007, the last three years under the goals of
the NAHJ’s Parity Project.

Photos on A1 continued to be numerous and showed the faces of Hispanics –

young and old – as they went about their daily routines in Corpus Christi and
surrounding areas. The amount of photos on Hispanics is very visible, and
symbolism of Hispanics being an integral part of the community is not lost.

The December 19, 2007 issue shows how Hispanics are depicted on A1. Three
of the four photos on A1 feature Hispanics. From the live Nativity scene to the
new coach at a local private high school, Hispanics are featured.

The May 22, 2007, issuue shows how having photos and stories about Hispanics
is just part of the natureal news coverage of Caller-Times’ staffers. The lead
photo is aboiut the 50th anniversary celebration at a local middle school. Featured
are one Hispanic education and one Hispanic board member. Alsom, on the
same page, four Hispanic politicians are featured on a story about the Corpus
Chirsti City Council.

  61
  62