Dan Ni of TLDR on Curating the Paper of Record for Tech

Dan Ni, CEO of TLDR Newsletter, a leading modern media company that operates 10 curated newsletters with over 8 million readers, joins Erik Torenberg to talk about the success of TLDR. In this conversation, Dan shares the secrets behind TLDR’s rapid growth, the importance of building an audience on your own platform, challenges and strategies of launching new content formats, monetization tactics, and exploring the different niches and media formats. Grow and monetize your newsletter with Beehiiv: head to https://Beehiiv.com and use code “EMPIRES” for 20% off your first three months.

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Key Takeaways:

• TLDR is a curated network of newsletters that provide a unique perspective on technical topics.

• The company's business model revolves around selling advertising to large developer tools and B2B SaaS companies.

• TLDR aspires to be a paper of record for technical topics related to software engineering.

• The company follows a repeatable format of curating the best links in a given technical domain.

• TLDR's sales organization started with founder-led sales and gradually expanded as the company grew.

• The company focuses on expanding into adjacent niches and technical fields.

• TLDR does not currently have a community or other formats like podcasts, as they believe each product requires a different approach and finding product-market fit. Launching podcasts can be incrementally easier when there is overlap with existing audiences and when individuals stick to what they are good at.

• Jumping between mediums is often more challenging than jumping between subject matters within the same medium.

• Minimizing churn is crucial for newsletter operators, and it is important to analyze churn cohorts by channels to identify areas for improvement.

• When it comes to monetization, working with advertisers across a slate of newsletters can be effective, and longer-term deals may be pursued as newsletters mature.

• Building a successful newsletter empire can involve targeting specific niches and leveraging existing audience and advertiser bases.

• Straddling the line between being a backend company and a media brand can offer the benefits of personal monopoly and enterprise value.

• Building an audience on your own property, rather than relying solely on social media platforms, is important for long-term success.

LINKS:
TLDR Newsletter: https://tldr.tech/
Subscribe to the Media Empires Newsletter: https://media-empires.beehiiv.com/

X/ TWITTER:
@eriktorenberg (Erik)
@tldrdan (Dan)

TIMESTAMPS:
(00:00) Intro
(00:59) Unpacking TLDR’s success
(05:39) Aspirations for TLDR
(07:57) Role of original reporting in business
(09:02) Curator’s role in TLDR
(14:55) TLDR’s team set up
(15:21) Sponsors: Beehiiv and Turpentine
(17:09) Building a sales organization
(20:37) Identifying different niches and demographics
(26:35) Strategies for audience engagement
(28:21) Monetization and adjacency in newsletters
(31:46) Targeting and scaling with advertisers
(38:21) Building a defensible media company
(42:05) Importance of building audience on your own platform
(44:22) Wrap

This show is produced by Turpentine: a network of podcasts, newsletters, and more, covering technology, business, and culture — all from the perspective of industry insiders and experts. We’re launching new shows every week, and we’re looking for industry-leading sponsors — if you think that might be you and your company, email us at [email protected].