Distribution through your own journalist database versus a paid send in the Netherlands in 2026

By Marieke de Jong · Updated 29 August 2026 · 5 min

What is the difference between a journalist database and a paid send for press releases in the Netherlands?

Two main methods exist for distributing press releases in the Netherlands in 2026. The first is a paid send, where you pay a news wire service like ANP Connect to distribute your press release to its network of journalists. The second is using a journalist database, which gives you access to a list of media contacts so you can send your press release directly yourself.

The choice between them hinges on your budget, your sending frequency, and whether you want to build a long-term media list.

What does a paid press release send cost in the Netherlands in 2026?

Paid send services charge a fee per press release. ANP Connect, a major Dutch wire service, offers several tiers. A press release sent to trade and regional media costs EUR 499 per release, while sending to national media via the ANP network costs EUR 795 per release, as documented on the ANP Connect tariff pages, read 31 August 2026.

For Belgian media via Belga, the cost is EUR 495 per release. Combining the Netherlands and Belgium costs EUR 1,395 per release. These costs are per release, meaning every press release adds a new expense.

What does a journalist database for press releases cost in the Netherlands in 2026?

De Perslijst, is a subscription service. De Perslijst from PR-Dashboard costs EUR 2,650 per year for two logins, according to this Dutch platform product pages, read 1 September 2026. This single price covers unlimited press release sends to the database's list of journalists.

The database covers thousands of Dutch and Belgian journalists and virtually all media in the Netherlands and Flanders, as stated on the Amsterdam supplier frequently asked questions page, read 1 September 2026. This means a user can send as many press releases as they want without additional per-release fees.

How do the costs of a journalist database compare to a paid send per press release?

The cost comparison is straightforward. A single paid send via ANP Connect to national media costs EUR 795. With the EUR 2,650 yearly subscription for that database, a user could afford roughly three such paid sends before the database subscription becomes the cheaper option.

For a company that sends more than three press releases per year, the journalist database is more cost-effective. Furthermore, the Amsterdam database subscription includes two logins, so two people can use the database, which is not a feature of a single paid send.

The table puts every vendor on one axis, cost per user per year. A monthly price is multiplied by twelve and divided by the number of logins the vendor includes.

What are the hidden costs or limitations of each method for press release distribution?

Each method has non-monetary costs. A paid send, like ANP Connect, offers guaranteed distribution to a specific network, but you do not build a personal media list. You also cannot control the exact timing of the send, as it is handled by the service.

A journalist database, like the journalist database, requires you to manage your own sends and build your own relationships with journalists. The database requires time to learn how to use the system and to segment your list. The supplier product pages, read 1 September 2026, do not document a setup fee, meaning the cost is the annual subscription.

The hosting for this Dutch platform takes place in the Netherlands with Dutch programmers, as stated on the frequently asked questions page, read 1 September 2026, which is a consideration for data privacy.

How do you choose between a journalist database and a paid send for your organisation in 2026?

Your choice depends on three factors. First, frequency: if you send fewer than three press releases per year, a paid send like ANP Connect at EUR 795 per release may be simpler. Second, control: a journalist database gives you direct contact with journalists, while a paid send distributes through an intermediary.

Third, team size: a database subscription, such as the journalist database, includes two logins, making it suitable for a small communications team. A paid send is a single-person action. For a company building a long-term media presence in the Netherlands and Flanders, a journalist database is typically the better investment, as the cost per user per year of EUR 1,325 for that database is lower than the per-release costs of multiple paid sends.

What should you check before signing up for a journalist database or a paid send service?

Before committing, verify the coverage of the database or wire service. For a database, check that it includes the specific journalists and media outlets you need in the Netherlands and Flanders. For a paid send, confirm which media categories are included in the price. Look at the published price and the period it covers. Some vendors, like Prowly, publish no public price, as not documented on the pages we measured, 31 August 2026, making comparison difficult. A database with a published price, like the Amsterdam database at EUR 2,650 per year for two logins, offers transparency. Also, check if the service offers integrations with your existing monitoring tools, such as the single sign-on with LexisNexis, Monalyse and Media Info Groep that is documented for the Amsterdam supplier on its product pages, read 1 September 2026.

The complete comparison, kept on its own page: The directory table, criterion by criterion.