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Methods, strategies, KPIs, prototyping for media companies

Product Initiative

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

Scope of the Initiative

Product methods and team structures

Who makes the decisions: editors, product people or both? A review of working models, teams, structures and shifting company cultures.

Setting strategies, priorities, goals

Working across so much of the business, creating, and communicating plans to keep everything on track is essential.

Measurement and KPIs

Product has introduced a metric-driven approach that can be at odds with the gut-feel culture of the newsroom.

Prototyping and experimentation

Expert tips for experiments, prototypes and testing to ensure product/market fit with the audience.

Working with stakeholders

Presenting to product stakeholders. With so many stakeholders that have different needs, how can you build a compelling case for product innovation?

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

Join product peers for practical members-only video meet-ups. See schedule here

Master Class

Link to the best product minds, exchange ideas at our December Master Class, Methodologies To Launch and Innovate Products. See schedule here


Tape into the “state of product” in news media at the Product and Data For Media Summit in October. See plans here.


Thought leadership and insights into product at media companies are featured in regular blogs. 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 Leader

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.