This is how NU.nl remains an innovative force within the Dutch news landscape

Stichting NU.nl helps the platform remain critical, freely accessible, and in touch with younger target groups. 'The way they use the news is the future of news,' says chairwoman Irene Costera Meijer.

In May 1999, NU.nl shook up the Dutch media landscape. A purely digital news platform stormed the market while the established media did not even have anything like it yet. It became a hit, especially among young people, with its clickable headlines and sections such as “Just in” or “Gossip.” According to its founders, the essence of ‘the latest news first, uncolored’ still stands.

Their plan was initially laughed at by newspaper group PCM (now DPG Media): ‘They didn't see the point of continuous updating,’ they said in an anniversary article on NU.nl. Through the acquisition of the Sanoma publishing house, the news platform came into the hands of DPG in 2019. With the further expansion with RTL Nederland in 2025, Stichting NU.nl was established to ensure that the site remains independent and free. Emeritus professor of Journalism Irene Costera Meijer became chair, partly because of her decades of research into how young people deal with news.

Why are media outlets so keen to reach this group?
'The most important thing is that over 80% of them use social media (primarily) for news. The algorithm then determines the selection based on their presumed preferences, not themselves. On YouTube, the algorithms lead you to increasingly extreme messages, while TikTok even suppresses news from news organizations. NU.nl wants to continue contributing to a society that uses the same verifiable facts.'

This means that users must actively visit the website.
‘That is why NU.nl must remain freely accessible. The difference with the other DPG titles is that the platform – also via NUjij, NU+ and explainers – actively seeks to connect with its audience, thereby aligning itself with the communication preferences of young people without alienating older generations. As a foundation, we protect this within DPG Media.'

You've only just started. What will the editors-in-chief be discussing with you?
'NU.nl attaches great importance to a shared reality, with factual reporting. It wants to contribute to that. So it shouldn't personalize the ‘front page’ too much, because when people see the front page, they tend to think they're seeing the most important news. Even if they don't find it interesting and scroll on, they've still seen the headlines. That's important. If everyone gets a different front page, the idea of a shared reality is in danger of disappearing. Research also shows that people who spend little time on news items (less than five seconds) are not always less interested. That is an assumption. Often, the headline says enough to keep them informed.'

You also protect the identity of NU.nl. What does ‘The latest news first, uncolored’ mean?
'Like RTL Nieuws within DPG, NU.nl has no ideological background, such as newspapers, but is very free and critical. The editorial charter states: "NU.nl is keenly aware of framing, lies, factual inaccuracies, and other forms of disinformation and spin." It does not want to contribute to personal gain and the pollution of public debate. For example, when politicians make extreme statements, it is often not about the content but about attention, sometimes for proposals based on incorrect information. Whether you publish that and how you do so makes quite a difference. We can look at how we can support the editorial board and editors-in-chief in this regard.'

Is there such a thing as a neutral point of view?
'I don't mean without perspective. The editors take a critical look at how we can avoid contributing to political spin or misinformation. Young people appreciate that too. It's a misconception that they prefer to read gossip or popular news. News is only valuable when users learn something new, or when it provides insight into their own situation or that of others. When it comes to important news, they prefer a youth perspective. So, in the case of the Israel-Gaza conflict, they are more interested in the daily experiences of their Palestinian peers: how do they survive a violent situation without food and education?'

Does news for young people always have to be about young people?
'No, that's also a misconception. It's about innovation, and that fits with this title. NU.nl already laid the foundation for a digital platform: you click on short messages and then get more. It also had an app early on. Our board member Marleen Stikker is director of Waag Futurelab and is good at brainstorming with the editors-in-chief about AI. This can be done for major issues, such as becoming less dependent on Big Tech, and for smaller ones, such as how AI can make the title more valuable for specific target groups. Think of people with a bicultural background, or the more than two million people with low literacy skills who might appreciate summaries, for example.'

Such a foundation can sometimes also act as a lever between the newspaper and the publisher. What do you think?
‘We do indeed also safeguard the editorial team’s autonomy. NU.nl can benefit greatly from the editorial experience of our board member Ronald Ockhuysen. He is the first to see where and how autonomy is under pressure; DPG is a commercial enterprise, so profit maximization plays a role. But with our priority share of 0.04 percent, we do have a say. For example, we have a voice in the continued existence of NU.nl, in the articles of association, and in the appointment of the editors-in-chief. In difficult situations, we look at the arguments behind any cutbacks. It is then up to us to radically defend the platform.'