As the oldest form of printing, the newspaper has been a way of spreading news for decades. In fact, for decades, it was the way. But times are changing. Getting into the newspaper with your organization, is that still valuable? Because who still reads the newspaper in 2024?
With the introduction to the newspaper, a new publishing medium was born. Instead of remembering stories, people were able to distribute them and read them back. At the time, not everyone could read, and printing was expensive. That is why the newspaper was almost exclusively for the elite. The newspaper was also regularly read to people who had not learned to read.
The first printed newspaper in the Netherlands dates back to the early 17th century. More than 400 years later, there are still 4.7 million newspapers a day read. And yes, that does not include the online version of these newspapers. The digital versions of the newspapers add an additional 1.3 million readers per day. Based on these figures, it seems obvious that it is valuable to appear in the newspaper. But who are those readers exactly?
Of course, like magazines, different newspapers also have different target groups, so readers vary from newspaper to newspaper. But in general, there are clear numbers of who read the newspaper. Here are the newspaper readers in the picture:
20% of Dutch people aged 50+ read the newspaper; these readers also prefer a physical copy.
Men and women read newspapers about the same amount.
Young people read newspapers more often on their mobile phones or they read in a hybrid way (physical and digital).
Saturday and Sunday are the most popular days to read the newspaper.
The numbers above already give a good idea of who you can address by appearing in the newspaper with your organization. With a concrete message for a specific target group you can even better determine which newspaper this fits into. Because one newspaper isn't the other. Here are a few important questions to include in your decision process:
Does your news fit best in national or regional media?
Is your news interesting for a very specific industry?
What do you want to achieve with your news? (For example: gaining brand awareness, increasing conversion, or promoting products)
Like every company, every newspaper has a mission and vision. Based on that mission and vision, they specify their target group. Do you want to know which newspaper fits your message well? Then it is useful to know the different target groups and characteristics. That is why they are listed for you below:
The Telegraph
Target group: Wide audience, middle class
Features: Largest circulation, national and entertainment news. Also sports coverage and sensational news.
NRC Handelsblad
Target group: Higher educated people, professionals and people who are analytical.
Features: In-depth analysis, background information, domestic and foreign news, culture.
Algemeen Dagblad (AD)
Target group: General audience, mainly focused on small and medium-sized businesses and families.
Features: News, sports, regional editions, accessible writing style.
allegiance
Target group: Higher educated people, socially engaged readers.
Features: Focus on ethics, religion, philosophy, and sustainability.
Volkskrant
Target group: Higher educated people, culturally and politically interested people.
Features: News, background stories, culture, opinion, and science.
Metro
Target group: Commuters, younger readers, broad audience.
Features: Free newspaper, light news, focus on short, quick news updates.
Financieel Dagblad (FD)
Target group: Professionals, entrepreneurs, investors.
Features: Financial and economic news, analyses, market developments.
Noordhollands Dagblad
Target group: Regional audience in North Holland.
Features: Local news, community-focused, diverse sections, print and digital.
Although the way people consume news has changed significantly with the rise of digital media, the newspaper remains a valuable medium. With 4.7 million physical and 1.3 million digital readers per day, the newspaper still offers a wide reach. By considering the different target groups and characteristics of newspapers, you can strategically choose where to position your organization. Whether it's national fame, specific industry attention or regional visibility, the newspaper remains a powerful tool for getting your message across.
Do you have trouble deciding which newspaper to appear in or reaching out to journalists? We can help you with that! Fill out our contact form to request an informal conversation.
