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Diversity Efforts at the Los Angeles Times: Are Journalists and the Community on the Same Page?

Survey data from Los Angeles Times editorial employees and residents of Los Angeles County were gathered to determine respondents' views of the newspaper's efforts to increase minority coverage, specifically with regard to the market-driven nature of those efforts. How respondents perceive market-driven journalism and the extent to which newsroom and community perceptions of it are similar were specifically addressed. This is an important and neglected area of research. Results suggest that people, whether journalists or readers, neither dismiss nor embrace market-driven journalism outright.