Regional media in the Netherlands and why they matter in 2026

By Marcus Veldhuis · Updated July 2026 · 5 min read

Why regional media still matter in the Dutch landscape in 2026

National newspapers like De Telegraaf or NRC reach millions, but they cannot cover every town or village. Regional media, such as the Leeuwarder Courant, De Gelderlander, or Omroep Brabant, fill that gap. In 2026, these outlets are more important than ever.

Local news is trusted more by readers, according to several Dutch studies from 2024 and 2025. People want to know what happens in their own neighbourhood, and regional journalists deliver that. For any PR campaign aimed at the Netherlands, ignoring regional media means missing a large, engaged audience.

How Dutch regional media are organised and funded

Most Dutch regional newspapers belong to larger publishers. DPG Media owns titles like AD and the regional dailies in the south and east. Mediahuis runs the Noordhollands Dagblad and others in the north and west.

The regional public broadcasters, such as Omroep Gelderland or RTV Oost, are funded by the government and member fees. They have separate editorial teams. Journalists at these outlets often cover multiple beats, so they appreciate clear, relevant pitches.

Sending a press release to all of them blindly is a waste of time. You need a filtered list of who covers what. That is where a Dutch journalist database like the one in PR-Dashboard helps.

The De Perslijst module lets you search by region, beat, and outlet type.

Why PR professionals often forget regional media

Many PR teams focus on national exposure. They send press releases to the five biggest news websites and hope for coverage. Meanwhile, a story about a new hospital wing, a local festival, or a company expansion in Groningen is perfect for regional media.

In 2026, with shrinking newsrooms, regional journalists are actually more open to well prepared input. They have less time to dig for stories themselves. A clear, local angled press release with a quote from a local spokesperson increases the chance of publication.

PR-Dashboard, being 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, makes it easy to prepare a targeted regional press list. Clients such as Tui and Gemeente Amsterdam use one or more modules for exactly this purpose.

How to build a regional press list that works

A good list is not just a collection of email addresses. It is a curated set of journalists who actually cover your topic. Start by defining your region.

Is it one province, a city, or a group of villages? Then look at outlets in that area: daily newspapers, weekly free sheets, local radio stations, and online news sites. Check what each journalist has written recently.

If you are pitching a story about a new bike path in Utrecht, do not send it to the sports editor. Use a database to filter by beat category. For Dutch PR, the De Perslijst tool in PR-Dashboard is designed for this.

It lets you search by keyword, location, and media type. You can then send the press release in your own house style. In 2025, 7,200 publications were sent through the system, many of them to regional journalists.

How Heineken and VodafoneZiggo use the full platform for regional campaigns

When Heineken launches a new local beer or sponsors a regional event, they need both local media coverage and a way to manage incoming press questions. VodafoneZiggo has similar needs when they open a new store or upgrade a local network. Both companies use all modules of the platform: De Perslijst for targeting, PR-Newsroom for publishing images and background material, Persvragen for collecting and answering press inquiries, and media monitoring to track mentions.

This integration saves time and ensures no regional story falls through the cracks. For smaller organisations, using just one or two modules is also common. The PR-Bootcamp training programme helps new users understand how to make the most of regional media relations.

Comparison of PR tools for regional media targeting in the Netherlands

This table shows that the platform offers the most focused Dutch regional targeting with a native interface. Meltwater is stronger for international monitoring but less detailed for local Dutch journalists. Prowly is cheaper but lacks Dutch language support. ANP Vakmedia is useful for trade publications but charges per release, which adds up for frequent mailings.

Practical tips for pitching regional media in 2026

Keep your pitch short and local. Mention the town or region in the subject line. Explain why the story matters to that specific area.

Attach a photo or video if you have one. Many regional journalists work alone and appreciate ready to use visuals. Do not call them, unless they have asked you to.

Email is still the standard in the Dutch regional press. Use a professional press release tool to track opens and clicks. Follow up once, politely.

If you use a system like the platform, you can also see if the journalist has opened your release. That helps you decide when and how to follow up. Persvragen, the press inquiry module, also lets you log all incoming questions from regional journalists and build a knowledge archive over time.

This is useful for recurring topics like local permits, events, or public services.

What to avoid when contacting regional Dutch media

Do not send a vague national press release with a local line at the bottom. Regional journalists see that immediately. Do not add their name to a giant mailing list without permission.

Do not pitch a story that has no real connection to their area. Do not ignore the public broadcasters. Omroep Max, a client of the platform, reaches a large older audience through both national and regional channels.

Milieudefensie and Greenpeace also use one or more modules for their local campaigns. Do not expect instant coverage. Building a relationship takes time.

Send relevant stories regularly, not only when you need something. The media monitoring module can help you track whether your regional pitches actually result in coverage, so you can refine your approach.