Includes web links to local trade fair or show authorities and local newspapers, trade publications, radio/TV/cable information.
Last Published: 8/16/2019

An estimated $3 billion is spent annually on advertising in the Netherlands.  Due to the relatively small size of the Dutch domestic market, companies in this sector have traditionally been active in international markets.  Over 1,300 independent advertising agencies exist in the Netherlands.  U.S. advertising agencies service about 25 percent of the Dutch market.  The market is attractive because the Dutch produce effective advertising concepts with the aid of technical tools such as graphic design and video technology.  Advances in technology allow advertisers to conduct worldwide campaigns from the Netherlands.

The Dutch Government strictly enforces laws covering gaming, lotteries, and restrictive trade practices.  Firms advertising and selling goods should obtain local advice regarding legal provisions and  effective promotional or marketing approaches. 

Dutch firms engaged in market research provide the usual range of services including store audits, consumer surveys, product field-testing, and attitude and motivation research.  In general, advertising techniques that work for product lines in the United States and elsewhere in Europe should work in the Dutch market.

The names of Dutch advertising agencies, market research organizations, and management and public relations counseling firms can be found in the following publication:

International Directory of Market Research Houses and Services (Green Book)
American Marketing Association
311 South Wacker Drive, Suite 5800
Chicago, IL 60606
Toll free: (800) AMA-1150
Telephone: (312) 542 9000
Fax: (312) 542 9001

The principal advertising media are the press, television, and radio.  Cinema is primarily a support medium with a strong reach among the 15- to 24-year old demographic. 

The following publications are major Dutch newspapers:

De Telegraaf
P.O. Box 376
1000 EB Amsterdam
Telephone:  +31 88 824 2222
Fax:  +31 20 585 4438
Email:  adverteer@telegraaf.nl
De Telegraaf website
Conservative, populist national daily
Monthly readership*:  7,346,000

Algemeen Dagblad
P.O. Box 8983
3009 TC Rotterdam
Telephone:  +31 10 406 6077
Fax:  +31 10 406 6969
Email:  ad@ad.nl
Algemeen Dagblad website
National conservative daily
Monthly readership*:  9,784,000

De Volkskrant
P.O. Box 1002
1000 BA Amsterdam
Telephone:  +31 20 562 9222
Fax:  +31 20 562 6289
Email:  redactie@volkskrant.nl
De Volkskrant website
National labor-oriented daily
Monthly readership*:  4,120,000

NRC Handelsblad
P.O. Box 8987
3009 TH Rotterdam
Telephone:  +31 88 572 0572
Fax:  +31 10 406 6967
Email:  nrc@nrc.nl
NRC Handelsblad website
Independent national evening daily
Monthly readership*:  3,347,000

Het Financieele Dagblad
P.O. Box 216
1000 AE Amsterdam
Telephone: +31 20 592 8888
Fax:  +31 20 592 8800
Email:  commercie@fd.nl
Het Financieele Dagblad website
National business daily
Monthly readership*: 1,278,00

*Monthly readership refers to the number of people that read the publication in print or digitally at least one time over a one month period.

Trade Show Facilities:

Amsterdam RAI – Trade Show Facility

Utrecht Jaarbeurs – Trade Show Facility

Other:

Single Company Promotions

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.