The impact of product thinking on news media company organisational structures, operations, and innovation is the focus of a new INMA report released today.

‘How product is leading media’s new growth path’ features insights and observations from the group’s product initiative lead Jodie Hopperton along with case studies from the New York Times, Ringier Axel Springer, Singapore Press Holdings, Asana, the Financial Times and Yahoo News.

It focusses on how product is rapidly changing news media companies and what specifically news organisations need to do to create, deliver and innovate the best possible products for their audience.

Hopperton has worked with technology startups in a variety of roles over the past 15 years. As head of the INMA Product initiative – which launched in January – she investigates the evolving discipline of product and how news media companies can use it to delight customers and grow their business.

“Product will continue to play a vital role in the success of the news media industry of the future,” she says. “Product directly touches many parts of an organisation but mainly works across editorial, technology, design and user experience, data, marketing, and revenue.”

Takeaways include that ‘product people may have diverse job titles”, that much of a product team’s success hinges on culture and communication, and that fewer than half of news media leaders feel they have a good understanding about product’s role. The importance of a data-driven approach, organisational change, and “a voice in the c-suite” is also stressed.

‘How product is leading media’s new growth path’ is available free to INMA members and for purchase by non-members at www.inma.org/reports.