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Methods, strategies, KPIs, prototyping for media companies

Product Initiative

An introduction to the INMA Product Initiative

From Product Initiative Lead Jodie Hopperton

What media companies must do now to embrace the evolving discipline of product to delight customers and grow business

Scope of the Initiative

What it means to build customer informed products
How to manage conflicting product objectives
How we go beyond traditional products to become part of a customer lifestyle

Ways to Connect


Get bi-weekly Product Initiative newsletters in your inbox. Sign up here

Slack channel

A place to share experiences both privately and publicly. Sign up here

Video meet-ups and Webinars

Join product peers for practical members-only upcoming video meetups and on demand webinars

Master Classes

ink to the best product minds, exchange ideas, at master classes focused on building customer-informed products and going beyond traditional news products. See schedule here

Ask Me Anything

For corporate members of INMA, connect your product teams with Jodie Hopperton for private mentoring.


See our latest report on How Product Is Leading Media's New Growth Path. Click here to view.


What do news organisations need to do to create, deliver, and innovate the best possible products for their audiences? As news organisations expand across platforms, product roles have become an instrumental part of the organisation. The INMA Product Initiative aims to surface best practices for product thinkers in news media. The INMA Product Initiative was approved by the association’s Board of Directors and implemented January 1, 2021.

Product Initiative Lead

Jodie Hopperton is a British media executive based in Los Angeles. Jodie’s career spans over 15 years and multiple countries working with technology start-ups in addition to roles such as head of interactive at Trinity Mirror in the United Kingdom and director EMEA, syndication and licensing for The New York Times in Paris.

Product Initiative Advisory Council

  • Katharine Bailey
    Senior VP, Global Head of Product and Design
    Condé Nast
    United States
  • Riske Betten
    Product Director
  • Kara Chiles
    Vice President of Consumer Products
    Gannett | USA Today Network
    United States
  • Julian Delany
    Chief Technology Officer, Data and Digital
    News Corp Australia
  • John Kundert
    Chief Product and Technology Officer
    Financial Times
    United Kingdom
  • Gaurav Sachdeva
    Chief Product Officer
    Singapore Press Holdings
  • Karl Oskar Teien
    Director of Product