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How to structure a product-led news organisation focus of new INMA report

20 June 2024

DALLAS (20 June 2024) – How to structure a product-led news organisation is the focus of a new report released today by the International News Media Association (INMA).

“How Product-Led News Organisations Are Structured” is arrranged into two parts:

  • Part one looks at dependencies and how product works with different departments.
  • Part two digs into organisation structures and processes to look at how product teams support the goals of various departments and bring their assorted priorities together.

Click here to download report

Written by INMA Product & Tech Initiative Lead Jodie Hopperton, the report provides comprehensive insights into possible approaches to product management within organisational frameworks and business models.

According to Hopperton, as more companies focus on product-led strategies, it’s vital to understand the complexities and nuances of organising and executing them. That means considering what the structure should look like and understanding the processes and dependencies that can affect how it is organised.

“How Product-Led News Organisations Are Structured” features 11 case studies to show various perspectives and illustrate how news companies around the world are tackling organisation.

Case studies from The Hindu, Torstar, Stuff, Ringier Axel Springer, The Washington Post, Mediahuis NL, Schibsted, Euronews, The New York Times, NZZ, and Der Spiegel are included to illustrate:

  • Organising a product-led media company depends on the ability to iterate as the business environment changes, technology evolves, and goalposts are moved accordingly.
  • A shared goal — whether that means creating a North Star or having an OKR structure — provides the road map to get started.
  • Creating a balanced team that has diversity of thought, experience, and skills often means there may be friction within the group, but sometimes opposing mindsets and experience can yield a more innovative outcome.
  • While structure is important, culture is an even more vital consideration.

Getting the right people in place is more important than the right structure, so news companies should prioritise people as part of the planning process, be clear in communicating goals and expectations, and celebrate the successes along the way.

“How Product-Led News Organisations Are Structured” is available for free to INMA members and for purchase by non-members at

INMA’s Product & Tech Initiative looks at how media organisations can utilise technology and develop standout products, creating offerings that delight customers and enhance business growth. Key areas of initiative focus include staying nimble in a legacy landscape, fluid cross-platform media experiences, and foundational processes that support the business.

About International News Media Association (INMA)

The International News Media Association (INMA) is a global community of market-leading news media companies reinventing how they engage audiences and grow revenue in a multiplatform environment. The INMA community consists of nearly 22,000 members at 1,000+ news media companies in 90+ countries, representing tens of thousands of news brands. INMA is the news media industry’s foremost ideas-sharing network with members connected via conferences, reports, Webinars, virtual meetings, awards competitions, and an unparalleled archive of best practices.

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