Think the biggest tech newsletter is from a giant like The New York Times or CNET? Think again. The real powerhouse is TLDR Newsletter, an independent publication that’s taken the industry by storm.
Since launching in 2018, TLDR has gained 1.25 million daily readers, becoming a must-read for tech enthusiasts. With a Skimm-inspired style, it delivers a sharp, concise roundup of startups, programming, and cutting-edge science.
Here’s how TLDR became one of the top newsletters of the decade.
The secret to TLDR's success? Excellent curation.
TLDR's format is simple yet effective. It's an easy-to-read, 5-minute summary of the web's best links in tech, programming, and startups. Each headline links to an article, followed by a quick summary. Sections like "Big Tech & Startups" keep content organized and relevant.
As newsletter expert Matt McGarry points out, flawless curation keeps readers engaged. With over a million readers and an impressive 40% open rate, readers clearly love it. And it's now a multi-million dollar newsletter business.
Content curation: then vs. now
When Ni first started TLDR as a side hustle in 2018, he handled all curation himself. Using tools like RSS feeds and aggregators, he pulled the best content from niche blogs and news sites.
He had a straightforward test: “Would I send this to my group chat?”
"I read articles in my various feeds and aggregators I have set up, and I use the 'would I forward this to my friends' test to determine what goes into the newsletter. Sometimes I'll ask my friends 'which of these two is the most interesting' if I can't decide."
-Dan Ni, TLDR's Founder
By 2021, he hired help to write summaries and streamlined the curation process to just 30 minutes a day. Ni's efficient curation strategy paid off with an explosion of revenue and list growth in 2022.
It didn't take long for TLDR to become "the morning paper for techies."
As TLDR expanded to include spinoff newsletters like TLDR Marketing and TLDR AI, Ni brought in experts. Today, a team of freelance curators—who are professionals in fields like biotech and software engineering—handles the selection process. Each curator is paid $100 per hour to find the most compelling content for this burgeoning media empire.
How to curate content like Dan Ni
In an AMA, Dan Ni shared that he used between 3,000 to 4,000 online sources to curate the content for TLDR. How does he keep up with that volume? His secret: RSS feeds and aggregators.
This got me thinking—how could I choose a newsletter topic and build a feed that's TLDR-worthy?
Let’s break it down:
1: Pick a niche for your newsletter
Start by identifying a community that's lacking in newsletter options. For Dan Ni, it was tech news for programmers. For you, it could be something entirely different. Focus on a niche you’re knowledgeable about and passionate about—after all, you might be writing about it daily!
2: Find an RSS feed tool or aggregator to gather top resources
With a niche in mind, the next step is to gather content efficiently. Like Ni, you can use a tool like Feedly to consolidate the best sources and monitor the web for thousands of newsletters in your niche.
Step 3: Scan social platforms where your audience hangs out
Your audience is likely active on certain platforms—find out where! Monitor communities on Facebook, Instagram, and Reddit, tagging relevant conversations or trending topics that fit your newsletter idea.
Step 4: Join niche online communities
Stay connected with your audience by joining Discord groups, forums, or even Facebook groups. Keep an eye on the links and trends people are sharing to stay ahead.
Step 5: Tag the best links and start curating
Once you’ve gathered content, tag and categorize the best pieces. Look for podcasts, articles, discussions, and videos that resonate with your audience.
Step 6: Craft the newsletter—then rinse and repeat
Now it's time to create. Pull together the best stories, tips, and insights into a cohesive newsletter with quick summaries of each link. Then, repeat the process to keep delivering fresh content to your subscribers.
TL;DR for curating content like TLDR
- •Find a niche:
Like TLDR targeted tech enthusiasts, focus on a specific audience or industry to stand out. Just make sure it's something you're actually interested in, in a community that you're a part of. - •Focus on an underserved market:
Before TLDR started, there wasn’t a go-to resource for engineers who needed cool ideas and news about tech. - •Curate, don’t create:
You don’t have to write a long-form email newsletter unless you want to. Thoughtful curation and succinct summaries can be just as powerful. - •Keep it simple:
Use a basic rule to filter the best content, like Ni’s “chat” test: "Would my group chat be interested in this?" - •Use content feed tools:
RSS feeds, aggregators, and AI can help you track what's new in your industry. - •Hire experts:
As your newsletter grows, consider bringing in subject matter experts who work in the field to keep content fresh and relevant. - •Streamline your process:
With the right setup, curation doesn’t have to take all day.
By focusing on curation over creation, TLDR has managed to stay relevant, engaging, and efficient—without sacrificing quality. It’s a model worth emulating for anyone looking to launch or grow a successful newsletter.
