Responses to the 2025 Friends of DD Reader Survey

Thinking back about when you first encountered DD (this might be a long time ago, I know!), do you recall what made you subscribe? What was the initial appeal of DD?

Initial Discovery and Offscreen Connection

A significant number of subscribers mentioned encountering DD through Offscreen, either as readers or via recommendations from friends and colleagues. This shared lineage often established a sense of trust and familiarity that carried over into their decision to subscribe to DD.

Thoughtful Curation and Variety of Content

The most cited appeal was DD’s exceptional curation of diverse topics. Respondents appreciated the mix of cultural, technological, and personal reflections that consistently offered fresh perspectives.

Design and Structure

The design and format of the newsletter stood out as a unique draw. Readers praised the clean, easy-to-navigate layout, the manageable length, and the structured sections that made it both visually appealing and user-friendly. Many noted that the layout minimised overwhelm while enhancing readability and exploration.

Tone and Personality

DD’s personal tone resonated deeply with subscribers. From the warm, reflective introductions to the sense of care in every recommendation, readers described feeling a connection with the newsletter’s voice. The thoughtful commentary and ethical stance on technology and design further reinforced this bond.

Discovery and Inspiration

For many, DD served as a consistent source of discovery. Subscribers valued finding content—whether apps, articles, or art—that they wouldn’t have encountered elsewhere. The newsletter’s ability to balance utility with aesthetic pleasure left a lasting impression.

Community and Shared Values

Several respondents mentioned a sense of shared values, describing DD as a ‘humanist view of technology’ and a ‘life-first’ approach to content. This connection made readers feel part of a like-minded community, further enhancing their loyalty to the newsletter.

If you were to recommend DD to a friend or colleague, what would you tell them?

Thoughtful Curation and Valuable Insights

Many respondents praised DD’s careful curation of links, apps, tools, and articles, describing it as a newsletter that consistently offers something valuable. It’s seen as a trustworthy source for uncovering content that’s insightful, thought-provoking, and often off the beaten path.

Diverse and Balanced Content

Readers highlighted the variety of topics – spanning design, technology, society, and sustainability – as a major selling point. The newsletter is perceived as intellectually stimulating without being overwhelming, offering just the right amount of depth and breadth for busy readers.

Personable and Inspiring Tone

DD’s humanistic voice stood out as a defining feature. Many described it as warm, thoughtful, and grounded, balancing optimism with critical reflections. This tone makes the newsletter feel more like a personal letter than a generic email blast.

Beautiful Design and Structure

Several respondents noted the visual and structural appeal of DD. Its clean design, clear sections, and manageable length make it not only easy to navigate but also a pleasure to read.

A Trusted Guide and Community

Readers often framed DD as a reliable guide to exploring the internet’s slower, more meaningful corners. They also appreciated its alignment with values like sustainability, ethics, and mindfulness, creating a sense of belonging to a like-minded community.

What other newsletters do you read regularly?

Design and Technology

Many readers subscribe to design-focused newsletters like HeyDesigner, UX Collective, Built for Mars, Smashing Magazine, and Craig Mod’s newsletters (Roden and Ridgeline). Tech-centric choices include TLDR, Pointer.io, and developer-focused newsletters like Ruby Weekly and Frontend Focus.

Culture and Creativity

Newsletters like The Marginalian, Austin Kleon, and The Red Hand Files by Nick Cave appeal to readers seeking artistic, cultural, and philosophical insights. Others, such as Monocle, Colossal Art, and The New Yorker, provide broader cultural overviews.

Curated Content and Perspectives

Highly curated newsletters resonate strongly, such as Recommendo, Naive Weekly, NextDraft, and The Sweet Setup. These focus on surfacing interesting ideas, tools, and cultural touchpoints.

Society and Sustainability

Newsletters addressing societal issues and sustainability are well-represented, including Strong Towns, Sentiers, and Bill McKibben’s The Crucial Years. Readers also subscribe to policy-driven options like Tangle or International Intrigue.

Personal Development and Productivity

Popular choices include James Clear’s 3-2-1, Seth Godin’s newsletter, and The Art of Noticing, reflecting an interest in self-improvement and mindfulness.

Other Substacks and Niches

Readers often mentioned diverse Substacks, including Adam Mastroianni, Anne Helen Petersen, Garbage Day, and The Honest Broker, reflecting a preference for in-depth, independent voices.

If you could change one thing about DD what would you change?

Satisfaction with the Current Format

A significant number of readers explicitly stated that they wouldn’t change anything, emphasising their appreciation for DD’s structure, tone, and content mix. Many noted it as their favourite or most eagerly anticipated newsletter.

Content Preferences

• Sections that Divide Opinion: Some respondents mentioned skipping specific sections, such as Notable Numbers, Aesthetically Pleasing, or Worthy Five. These were seen as less engaging for a subset of readers who focus on other parts of the newsletter.
• Balance of Content: A few noted a preference for fewer tech tools, particularly AI-related ones, and more content focused on articles, design, or creative pursuits.
• Opening Essay: While well-regarded, the length of the introductory essays occasionally deterred some readers, who suggested shortening or offering a more concise version.

Broader Suggestions

• Expanded Perspectives: Readers expressed interest in more diverse viewpoints, such as interviews, rural-focused content, or global recommendations beyond Australia.
• Interactivity and Community: Some wished for a more dynamic community experience or summaries of discussions in the Lounge.
• New Features: Suggestions included music recommendations, game tips, and even physical or printable artifacts inspired by DD’s content.

Visual and Design Adjustments

A few readers noted minor issues with readability, such as colour contrasts in quoted text or font choices. Others mentioned interest in mobile-responsive improvements or visual tweaks for better content prioritisation.

Frequency and Cadence

While most were content with the weekly cadence, a small number suggested bi-weekly issues with deeper dives into selected themes.

What was your main reason for becoming a Friend of DD?

Support for Independent Work

The most common reason cited was the desire to support DD as an independent creation. Readers appreciate the effort, authenticity, and passion behind the newsletter and feel compelled to contribute financially to ensure its sustainability.

Recognition of Value

Many respondents noted the immense personal value they derive from DD, describing it as a source of inspiration, learning, and connection. Supporting the newsletter is seen as a way of giving back for the thoughtful content they enjoy regularly.

Affordability and Accessibility

The reasonable cost of becoming a Friend of DD makes it an easy and accessible way for readers to support something they love. Some also appreciated the ‘pay-what-you-can’ approach, which aligns with DD’s ethos of inclusivity.

Access to Extras

While support was the primary motivator, some mentioned specific benefits like the archive search, access to additional content, or the Lounge community as incentives to join. However, even those who didn’t use these features were happy to contribute.

Alignment with Values

Readers often spoke about aligning their support with their values, such as fostering independent creators, promoting thoughtful content, and championing ad-free, community-driven initiatives.

What would make you visit the DD Lounge more often? What features would you like to see?

Barriers to Engagement

• Time Constraints: Many respondents cited a lack of time or bandwidth for participating in another online community, given their busy schedules and existing commitments.
• Forgetting It Exists: A common theme was simply forgetting about the Lounge. Readers often focus on the newsletter and overlook the accompanying platform.
• Digital Overload: Some readers are consciously reducing time spent in online communities or avoiding additional platforms due to digital fatigue.

Logistical Improvements

• Easier Login: Frustration with the authentication process was frequently mentioned. Readers suggested persistent login sessions or simpler login options like email/password or integration with password managers.
• Reminders and Highlights: Suggestions included email digests or newsletter inserts summarising active threads or hot topics in the Lounge, prompting readers to engage.
• RSS Feeds or Notifications: Providing updates through RSS or light notifications could help readers stay connected without active participation.

Feature Requests

• Community Interaction: Respondents expressed interest in features fostering deeper interaction, such as: 1) Open Q&A sessions with guest contributors or experts; 2) Prompts or structured discussions tied to newsletter themes; 3) Networking opportunities, including local or topic-based meetups.
• Content Organisation: Ideas included: 1) Bookmarking and archiving tools for easier access to shared resources; 2) A categorised index of newsletter content for reference; 3) A ‘general discussion’ section for broader, untied conversations.
• Additional Content: Suggestions for exclusive features included: 1) Music and book recommendations; 2) Year-end summaries or trend reports; 3) Classifieds or service-sharing boards.

Philosophical Considerations

Many acknowledged that the issue might not lie with the Lounge itself but with their personal priorities or habits. Some explicitly stated they prefer the newsletter’s curated nature over the open-ended interaction of a community platform.

What theme(s) currently occupy your headspace and would you like to read/hear more about in DD?

Global Challenges

• Climate Change: Readers are deeply concerned about the environment, sustainable living, and practical steps to address climate issues, with some seeking hopeful, actionable narratives.
• AI and Technology: Many are focused on AI’s impact on work, ethics, and creativity, desiring balanced discussions that go beyond hype or doom. Topics like AI in design, collective intelligence, and responsible innovation resonate strongly.
Socioeconomic Issues: Themes like housing crises, urban planning, public transport, and community development are on readers’ minds, particularly in the context of fostering equitable, livable spaces. Political and Social Change: Concerns about democracy, rising authoritarianism, systemic inequality, and community activism are prevalent, with a focus on actionable ways to counter these trends.

Personal Growth and Creativity

• Mindful Living: Many readers are exploring themes of slowing down, balancing work and life, and cultivating meaningful relationships.
• Creativity: Stories of creative innovation, art, design, and architecture continue to be of interest, as does the exploration of historical creative practices.
• Mental Health and Neurodiversity: Readers expressed interest in topics like managing ADHD, mindfulness, and fostering mental resilience in a fast-paced, often overwhelming world.

Community and Connection

• Building Community: Themes of how to connect with others offline, foster collective creative action, and create thriving local communities were frequently mentioned.
• Interpersonal Relationships: Some readers seek insights on navigating work relationships, finding purpose in their work, or contributing positively within their circles.

Escaping the Everyday

• Fresh Perspectives: Many come to DD for its eclectic mix of ideas and themes that expand their worldview beyond daily preoccupations.
• Art and Culture: Readers continue to enjoy exploring new art, design, and cultural phenomena, appreciating DD’s ability to surface unique and inspiring discoveries.

Pragmatic Hope and Solutions

Readers value DD’s mix of realism and optimism, particularly around large-scale issues like the climate crisis, technology’s role in society, and global inequities. They want actionable insights and examples of positive change without veering into despair or overly simplistic solutions.

Emerging Interests

• Analogue Renaissance: A few readers are interested in a return to tactile, analogue experiences and how they intersect with modern technology.
• Philosophical and Ethical Questions: Topics like impermanence, critical thinking, and the evolving nature of societal structures are front of mind for some.
• Parenting: Several respondents expressed interest in balancing these broader themes with the realities of raising children.

Last updated: 16 Jan 2025

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