Plans include the application of RJI research science expertise to the NDX database  of newspaper products and distribution

NDXSt. LouisNDX data services group will partner with the University of Missouri’s Donald W. Reynolds Journalism Institute (RJI) on data-driven studies and initiatives to help the newspaper industry learn more about its fast-changing landscape. NDX provides the largest, most comprehensive and most current database of newspaper product, publication and distribution information to retail advertisers and agency media planners. The company and the institute will combine resources and expertise to collaborate on studies and reports that will uncover, explain and bring more attention to important trends and developments that are shaping the industry every day.

“It is counter-intuitive, but the newspaper industry is data-starved,” said Michael Lombardo, co-founder and president of NDX. “At NDX we have stunning quantitative data about newspaper products, publication and distribution,” he continued, “so we are very excited to partner with RJI. They bring research science expertise that will help us turn that data into actionable information and industry thought leadership.”

RJI opened its doors five years ago at the Missouri School of Journalism with a mission of helping journalism and media industries during a time of great change and upheaval. As part of its focus on industry, RJI frequently works with news media and other partners.

“This is a tremendous opportunity for RJI. Our researchers will be like kids in a candy store,” said Randy Picht, RJI executive director. “Our preliminary conversations about the partnership have already triggered some great ideas.”

About NDX

NDX is the standard-bearer of newspaper product and distribution information for the US advertising industry. The NDX Source® proprietary database of 3,000+ newspapers includes more than 100 million US households with 95 percent market penetration and represents the largest dataset of metropolitan, micropolitan and community newspaper distribution and preprint product information. With a national network of data management resources and advisors from both the advertising and publishing industries, NDX is a single source of the knowledge needed to maximize preprint advertising investments. Visit to learn more.

About the Reynolds Journalism Institute

The Donald W. Reynolds Journalism Institute works with citizens, journalists and researchers to strengthen democracy through better journalism. RJI seeks out the most exciting new ideas, tests them with real-world experiments, uses social science research to assess their effectiveness, and delivers solutions that citizens and journalists can put to use in their own communities.


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