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        The Seattle Times Company is one newspaper firm that

        has recognized the need for change and done something about it.

        In the newspaper industry, papers must reflect the diversity of

        the communities to which they provide information.

        It must reflect that diversity with their news coverage or risk (S1)

        losing their readers’ interest and their advertisers’ support.

        Operating within Seattle, which has 20 percents racial (S2)

        minorities, the paper has put into place policies and

        procedures for hiring and maintain a diverse workforce. The (S3)

        underlying reason for the change is that for information to be

        fair, appropriate, and subjective, it should be reported by the (S4)

        same kind of population that reads it.

        A diversity committee composed of reporters, editors, and

        photographers meets regularly to value the Seattle Times’ (S5)

        content and to educate the rest of the newsroom staff about

        diversity issues. In an addition, the paper instituted a content (S6)

        audit (审查) that evaluates the frequency and manner of

        representation of woman and people of color in photographs. (S7)

        Early audits showed that minorities were pictured

        far too infrequently and were pictured with a disproportion

        ate number of negative articles. The audit results from (S8)

        improvement in the frequency of majority representation and (S9)

        their portrayal in neutral or positive situations. And, with a (S10)

        result, the Seattle Times has improved as a newspaper.

        The diversity training and content audits helped the Seattle Times Company

        to win the Personnel Journal Optimal Award for excellence in managing change.

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