Junk Mail Mashup Reveals Rebuilding in New Orleans

AdAge explains how Greater New Orleans Community Data Center (GNOCDC) is using “junk mail” to help map where the current residents of New Orleans reside. The nonprofit GNOCDC has been working with Valassis Communications’ owner of the RedPlum direct-mail operation. Red Plum sends out basically nationwide mailings each month. By luck the company had a 2005 data with which to compare the current state of mailing addresses today. The data is being used to use funds for rebuilding and has saved quite a lot in manual surveys of “who is where.”

GNOCDC has linked the data to a Google Map (James Fee and Co worked on this, per a tweet yesterday; I didn’t follow up then because he noted a publication called “Adage,” of which I’d not heard!). Also of note: Valassis provided much of the data at cost and the historic data and consulting gratis.

Bottom line:

Overall, the Valassis data indicates New Orleans had 146,174 households receiving mail in June 2008, still down 28% from the 203,457 receiving mail in June 2005, two months before the Aug. 29, 2005, hurricane and resulting flood.

via Wired blog