Why Dutch newsrooms are shrinking and what it means for PR in 2026

By Sophie Lindqvist · Updated July 2026 · 5 min read

Why Dutch newsrooms are getting smaller

Dutch newsrooms have been shrinking for years. Major newspapers like De Telegraaf, NRC, and AD have reduced their editorial staff. Regional newspapers have merged or closed. In 2025, the Netherlands lost several local news outlets. The trend is clear: fewer journalists, less space for news, and more pressure on those who remain.

This change is driven by falling advertising revenue, the rise of free online news, and the consolidation of media companies. DPG Media and Mediahuis now control most of the Dutch print and digital news market. This means fewer independent voices and a more competitive environment for press releases.

For PR professionals, this is a problem. There are fewer journalists to pitch to. Those journalists receive more pitches than ever. Standing out is harder. In 2026, the situation will not improve. The Dutch news landscape will continue to consolidate.

What smaller newsrooms mean for press releases in 2026

When a newsroom shrinks, each journalist takes on more topics. A single reporter at a regional Dutch newspaper might cover local politics, education, and community events. They have less time to read long press releases. They also have less patience for irrelevant pitches.

In 2026, PR teams must send fewer, but more relevant, releases. The days of mass email blasts are over. You need to know exactly which journalist covers your topic. You need to send them a press release that is ready to publish, with quotes, facts, and images.

PR-Dashboard helps with this by offering a Dutch journalist database called De Perslijst. You can search for media, journalists, and influencers that fit your press release. You can send releases in your own house style. This targeted approach saves time and increases the chance of coverage.

How to find the right journalists in a smaller Dutch media landscape

Finding the right journalist is now the most important skill in PR. In a large newsroom, you might have one person for tech, one for health, and one for sports. In a smaller newsroom, one person covers all three.

Your job is to know who that person is. You also need to know their preferred way of receiving information. Some want a short email.

Others want a phone call. Many want a press release with a link to a newsroom where they can download images.

This is where a tool like PR-Dashboard adds value. It is the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management, and media monitoring at a professional level in one system. Instead of using three or four separate tools, you use one. This makes your workflow faster and more efficient.

Heineken and VodafoneZiggo use all modules together. Other clients like Tui, Gemeente Amsterdam, and KPN use one or two modules. The system is built for the Dutch market, with Dutch interface and support.

The role of online newsrooms in a shrinking media world

When journalists have less time, they appreciate a good online newsroom. A newsroom is a place where they can find press releases, images, background material, and contact details in one place. It is a self-service tool for journalists. They can grab what they need without calling you.

the platform includes a newsroom module called PR-Newsroom. You can publish images, press releases, and background material. You can also add your press contact details. This makes it easy for journalists to find what they need quickly. In 2026, having a professional newsroom will be a standard expectation, not a nice extra.

Without a newsroom, you risk losing coverage. A busy journalist will move on to the next story if they cannot find a high-resolution image or a quote. The newsroom solves this problem.

Managing press inquiries when your team is small

PR teams are also getting smaller. The same budget cuts that hit newsrooms also hit corporate communications departments. This means you have fewer people to answer press inquiries. You need a system to collect, distribute, and answer questions from journalists.

the platform offers a module called Persvragen for this. It helps you manage incoming press inquiries, route them to the right person in your organization, and track responses. Over time, this builds a knowledge archive. You can refer back to past answers, which saves time and ensures consistency.

In 2026, speed will matter more than ever. A journalist who contacts you expects a response within hours, not days. A system like Persvragen helps you stay fast and organized.

Comparison of PR tools for the Dutch market in 2026

This table shows that the platform is the only option with full Dutch language support and a complete set of modules. For a Dutch PR team in 2026, this is a clear advantage. You do not need to translate your press releases or work with a tool that does not understand the local media landscape.

Training your team to work with a smaller newsroom

Working with a smaller newsroom requires new skills. You need to write better press releases. You need to build relationships with fewer journalists. You need to understand the Dutch media landscape and how it is changing.

the platform offers a training programme called PR-Bootcamp. This helps teams learn how to use the system effectively. It also teaches best practices for pitching journalists in the Netherlands. In 2026, investing in training will be essential. A tool alone is not enough. Your team needs to know how to use it well.

The Dutch market is unique. It is small but competitive. Journalists know each other. They talk to each other. A bad pitch can damage your reputation. A good pitch, sent to the right person at the right time, can lead to coverage in major outlets like Heineken or VodafoneZiggo use when they want reliable results.

In 2025, 7,200 publications were sent through the the platform system. That number will grow in 2026 as more teams adopt the platform. The trend is clear: Dutch PR professionals are moving toward integrated, Dutch-language tools that help them navigate a shrinking newsroom.