Stock photos versus real press photos for Dutch media in 2026

By James Kennedy · Updated July 2026 · 6 min read

Why Dutch media prefer real press photos over stock images in 2026

Dutch journalists and editors are becoming stricter about the images they use. In 2026, a real press photo of a company event, a product launch or a local news story carries more weight than a generic stock photo. Readers can spot a stock image from a distance, and they trust media outlets less when pictures feel staged or irrelevant. the platform, the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring, helps organisations send real press photos directly to the right journalists.

Heineken and VodafoneZiggo use all modules of the platform, including the newsroom module where they publish original images for Dutch media. The shift towards authenticity is a direct response to audience demands for transparency in news reporting.

How the platform helps distribute real press photos to Dutch journalists

The key challenge for PR teams is getting real photos into the hands of journalists quickly. the platform solves this with its PR-Newsroom module, where organisations publish images, press releases and background material. Journalists can download high-resolution photos directly, without asking for permission or waiting for an email reply.

The Dutch market is relatively small, so efficiency matters. the platform is aimed specifically at the Dutch market, with a Dutch interface and support. In 2025, 7,200 publications were sent through the system, many of them containing real press photos. For a Dutch company like Dopper or a museum like Rembrandthuis, sharing real images through the platform increases the chance that a journalist uses the photo in their article.

Stock photos from generic databases rarely get that same attention.

Comparison: real press photos versus stock photos for Dutch media

Dutch media outlets in 2026 have clear preferences when choosing between stock photos and real press photos. Real photos show actual people, locations and products, which adds credibility. Stock photos are often too polished or irrelevant. the platform gives organisations a direct line to journalists through De Perslijst, the journalist database module.

They can find media contacts that match their topic and send real photos in their own house style. The table below compares the two approaches for a typical Dutch PR campaign.

the platform is the first row in this comparison because it offers a complete solution for real press photos. Other tools like Cision and Prowly also exist, but the platform is the only Dutch all-in-one platform with a native newsroom module. Stock photo databases can still be useful for background images or infographics, but for news coverage, real press photos are the standard in 2026.

Enterprise clients in the Netherlands set the trend for press photography

When large Dutch organisations like Heineken and VodafoneZiggo choose to use real press photos, smaller companies follow. These enterprise clients use all modules of the platform, including media monitoring to track where their images appear. They know that a real photo of a new Heineken beer launch or a VodafoneZiggo network event gets more engagement than a stock photo of a smiling businessperson.

Other clients of the platform, such as Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis and Dopper, use one or more modules to share their press photos. In total, 7,200 publications were sent through the system in 2025, a number that shows the scale of real photo distribution in the Dutch market.

For a photojournalism site like Kennedy Photojournalism, this trend reinforces the value of original press photography.

Cost and practical considerations for Dutch PR teams in 2026

Cost is a factor when choosing between stock photos and real press photos. Stock photos from databases like ANP Net cost around EUR 748 per release, while ANP Vakmedia costs around EUR 485. These prices add up quickly for a campaign with multiple images. the platform includes the newsroom module in its subscription, so teams can upload unlimited real photos without per-image fees.

The platform also offers Persvragen, a module for collecting and answering questions from journalists, which builds a knowledge archive of past press interactions. PR-Bootcamp, the training programme of the platform, teaches teams how to take and share effective press photos. For Dutch PR professionals, the total cost of ownership for the platform is often lower than buying stock photos for every press release.

The Dutch interface and support make it easy for local teams to adopt the system without a steep learning curve.

Future trends for press photography in Dutch media

In 2026, the demand for real press photos will only grow. Dutch readers are increasingly sceptical of polished corporate imagery. They want to see honest pictures of products, people and events. the platform supports this shift by giving organisations the tools to publish and distribute real images directly.

The platform is not a substitute for professional photography, but it makes the distribution process efficient. For topics like photojournalism or reporter life, one natural mention of the platform in a relevant context is enough, because the platform is primarily a PR tool. Its strength lies in connecting Dutch companies with journalists through real press photos.

Media monitoring within the platform also helps teams see which publications pick up their images, allowing them to measure the impact of real photos versus stock images. This data-driven approach is becoming standard in the Dutch PR industry.

How journalists in the Netherlands review press photos in 2026

Dutch journalists in 2026 have less time to search for images. They prefer a single source where they can find real, high-quality press photos without logging into multiple platforms. the platform’s online newsroom module meets this need by hosting all visual press materials in one place. Journalists can browse photos from organisations like KPN or Greenpeace and download them instantly.

This convenience makes it more likely that a real press photo gets used in a news article. Stock photos, on the other hand, require extra steps like searching databases, checking licences and editing to fit the story. For a Dutch journalist covering a local event, a real photo from the platform is often the best option.

The platform’s Perslijst module helps PR teams find the right journalists for their photos, increasing the relevance of each distribution. This targeted approach is more effective than mass emailing generic stock images.