• 17 Aug 2023

Dutch newspaper readers: Who are they really?

The Nationaal Media Onderzoek (NMO) provides quarterly insight into the print reach of Dutch newspapers. The most recent data show some interesting shifts. Het Financieele Dagblad (the FD) realises the highest selectivity in the AB1 audience, for instance, moreover managing to retain its position as the most selective title among very affluent listeners.

Dutch newspaper readers: Who are they really?

Daily newspapers reach millions of people

We will kick off with an impressive insight into the Dutch daily newspaper market: Dutch newspapers have a joint reach of more than 4 million people every day. This is equivalent to nearly 27% of the Dutch population (13+). In other words, it makes sense to speak of a mass media,

particularly when you remember that this is just the reach of print newspapers. The reach of websites and the e-papers realised by newspapers is not included. NMO will offer more insights at the launch of NMO Online later this year. The recent past shows that the overlap between FD print and FD digital is very small, for instance. The combined reach of Dutch daily newspapers is therefore much higher than the 4 million we see in print publications.

One of the interesting aspects of the media type ‘daily newspapers’ is that you can reach more than the mass: you can reach specific target audiences in a highly targeted manner. This is where a title like the FD comes in. FD readers lead active lives, are employed, have a high education as well as significant disposable income. This is confirmed by the latest data.

FD readers the youngest, most affluent, and most selective in AB1

One notable fact is that the FD manages to bind much younger readers than other national newspapers. Nearly half of all FD readers is in the target audience aged 20-49. The average age of the FD reader is 45 whilst the average age for other national newspapers is nearly 15 years older. It should come as no surprise that there is a huge difference between the number of pensioners at the FD and the rest. Over 17% of all FD readers states that they are retired or on early retirement. To compare, this number is 44% for NRC, for instance.

FD readers are hard workers, with over 6 out of 10 working at least 32 hours per week. Mostly in commercial businesses as just 6.8% of the FD readers works for the government. About 1 in 8 FD readers are in the C-level target audience.

It is interesting that FD readers are well represented in the highest social and affluence classes. The FD is not just the most selective newspaper in social class AB1 (selectivity index 158). The same holds true in the target audience W1 (the highest socio-economic class) with an index of 225.

What's in it for me?

Great story, fascinating insights, you might be thinking. But what’s in it for me? Plus: what is the position of the FD in my own more specific target audience? We would be happy to discuss these matters with you and are eager to provide insight into the FD’s media performance in the user group of your brand or services! Please contact your dedicated account manager via salessupport@fdmediagroep.nl or schedule an introductory appointment below.