As the oldest form of printed matter, the newspaper has been a way of spreading news for decades. Indeed, for decades it was the way. But times are changing. Is there still value in having your organization in the newspaper? Because who still reads the newspaper in 2024?
With the introduction of the newspaper, a new publishing medium was born. Instead of memorizing stories, people could distribute them and read them back. Now at that time, not everyone could read, and printing was expensive. Therefore, the newspaper was almost exclusively for the elite. The newspaper was also regularly read to people who had not learned to read.
】The Netherlands' first printed newspaper comes from the early 17th century. More than 400 years later, 4.7 million newspapers are still read every day. And yes, that does not include the online version of these newspapers. The digital versions of the newspapers add another exposure of 1.3 million readers per day. That there is value in being featured in newspapers seems, based on these numbers, obvious. But who exactly are those readers?
Of course, like magazines, different newspapers also have different audiences, so readers vary from newspaper to newspaper. But overall, there are clear figures of who reads the newspaper. Below, newspaper readers in pictures:
20% of Dutch people aged 50+ read the newspaper; these readers also prefer a physical copy.
Men and women read the newspaper about equally often.
Young people are more likely to read the newspaper on their cell phones or they read hybrid (physical and digital).
Saturday and Sunday are the most popular days to read the newspaper.
The figures above already give a good idea of who you can appeal to by appearing in the newspaper with your organization. With a concrete message for a specific target group, you can even better determine in which newspaper this fits. Because one newspaper is not the other. Here are a few important questions to consider in your decision-making process:
Does your news fit best in national or regional media?
Is your news of interest to a very specific industry?
What do you want to achieve with your news? (For example: gain brand awareness, increase conversion or promote products)
Every newspaper, like every business, has a mission and vision. From that mission and vision, they specify their target audience. Want to know which newspaper is a good fit for your message? Then it is useful to know the different target groups and characteristics. Therefore, these are listed for you below:
The Telegraph
Target audience: Wide audience, middle class
Features: Largest circulation, national and entertainment news. Also sports coverage and sensational news.
NRC Handelsblad
Target audience: Higher educated, professionals and people who are analytical.
Characteristics: In-depth analysis, background information, domestic and foreign news, culture.
Algemeen Dagblad (AD)
Target Audience: General audience, aimed primarily at small and medium-sized businesses and families.
Features: News, sports, regional editions, accessible writing style.
Allegiance
Target Audience: Higher-educated, socially engaged readers.
Features: Focus on ethics, religion, philosophy and sustainability.
Volkskrant
Target audience: Higher educated, culturally and politically interested.
Features: News, background stories, culture, opinion and science.
Metro
Target Audience: Commuters, younger readers, wide audience.
Features: Free newspaper, light news, focus on short, quick news updates.
Financieel Dagblad (FD)
Target audience: Professionals, entrepreneurs, investors.
Features: Financial and economic news, analysis, market developments.
Noordhollands Dagblad
Target audience: Regional audience in North Holland.
Features: Local news, community-oriented, various sections, print and digital.
Although the way people consume news has changed greatly 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, newspapers still offer a wide reach. By considering the different audiences and characteristics of newspapers, you can strategically choose where to position your organization. Whether for national exposure, specific industry attention or regional visibility, the newspaper remains a powerful tool to get your message across.
Are you having 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 a no-obligation consultation.
