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Methods, strategies, KPIs, prototyping for media companies

Product Initiative

Sharing insights and best practices on what news organisations need to do to create, deliver, and innovate the best possible products for their audiences

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?



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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

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.


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.