At NRC we are renowned for our unique, distinctive, high-quality journalism, with which, in both printed and digital forms, we reach a target group that is well educated and has substantial disposal income.
Because NRC readers pay for our quality journalism, it’s safe to say that they are highly engaged readers. NRC readers want to know who, what, where, when and why, especially why. NRC illuminates.
This page provides an overview of several target-group characteristics of NRC readers, making it easier for them to be more specifically segmented.
Male/female ratio (in %)
Social class (in %)
Age distribution (in %)
Level of education (in %)
Top 10 interests (in %)
Spends more money than average on (in %)
Household online (in %)
Household print (in %)
Top 5 professional groups (in %)
Half of the target group readers are actively or passively looking for a job (in %)
Working profile online (in %)
Working profile print (in %)
Half of all NRC readers have a print subscription, but we have noticed that more and more readers are finding their way to our digital journalism via Facebook, Twitter and the NRC niche newsletters. In doing so they typically use laptop computers and tablets, but mostly smartphones.
Type of subscription (in %)
Device nrc.nl (in %)
The typical NRC reader is well educated, relatively wealthy and is more likely than average to be found in the social class AB1. NRC enjoys the highest selective reach in ABI. You can reach the same high-quality target group through all NRC platforms.
What is AB1?
This social class is characterised by…
The people in AB1 usually…
…the highest level of education of the household’s main breadwinner.
…have a high level of education.
…the profession of the household’s main breadwinner.
…work at a secondary or higher professional level.
The NRC target group is strongly represented in social class AB1
Social class AB1 (in %)
NRC has the highest selectivity in AB1
Selectivity is divergence from the selected target group with respect to the NL average.
Selectivity in AB1
Very high engagement with the NRC reader
Average reading time per edition read.
Reading time (in minutes)
*NRC Weekend + estimated reach nrc.next on Saturday
35 min. NRC Handelsblad
55 min. NRC Weekend
Page views on nrc.nl
Average time in view
Almost 3 minutes
Average time on page
NRC reader’s engagement
NRC only has paying readers, which means they are much more engaged readers.
90% of our subscribers see us as a (good) friend or member of the family
86% intend to extend their subscription
NRC only offers long-term subscriptions
NRC doesn’t offer (free) trial subscriptions
People spend a long time reading our publications