How media organizations and journalism schools should define product management and embrace it as a relevant and critical career path.
Product managementSubscribe to Updates Product management can mean many things, particularly in a news organization. Essentially it is the function of creating and continually improving products/services/brands with a whole enterprise or general management perspective. Product owners balance the needs of many disciplines — particularly news, marketing, technology, data/analytics, design and user experience — to serve audiences, drive growth/loyalty, grow revenue, and to deliver on the enterprise’s mission.
Big Picture A primer on product management
Product is the responsibility for balancing diverse (and in some cases competing) interests across the enterprise.
Plan Why is product management an essential discipline for modern news organizations?
This research describes how product management exists in a range of leading news organizations and its role in producing high-quality work.
Digital transformation requires quick, clear decision-making, and this piece sets definitions and context for the rise of product management.
An insider shares the finer points of how product management in tech translates to media and, importantly, how it doesn’t and why it’s difficult.
This retrospective of the discipline covers lots of ground, which is particularly useful for understanding Agile methods of product management at a basic level.
A behavioral profile of good product managers from a venture capital fund’s content machine.
Do Tips and tactics for better product management
This one-stop guide to membership offers on ramps for organizations beginning to develop these modes of relating with audiences while digging deep into the strategies and tactics that organizations need to cultivate vibrant membership and keep members for the long haul. Staffing, product thinking, trust, revenue, it’s all in here.
Here’s an idea to steal and adapt: The Greeley Tribune in Colorado used a “mini-publisher” team to grow revenue around dining cards that offer customers “buy-one, get-one” deals at local restaurants and breweries.
Here’s an idea to steal and adapt: The Miami Herald in August 2018 created Sports Pass, a sports-only digital subscription plan, allowing sports diehards both in and out of market to subscribe at a lower rate than a full digital subscription.
Here’s an idea to steal and adapt: The Post and Courier in Charleston, S.C., created cross-disciplinary teams across the company — spanning the newsroom and the sales/marketing side — to launch new products in specific content areas like food, politics and real estate. The initiative resulted in nearly $900,000 in new product revenue and, in the past two years, an increase in digital subscriptions by 250 percent.
Here’s an idea to steal and adapt: The Milwaukee Journal Sentinel created — and continually updates — a list of newsroom activities that don’t contribute to its audience-centric strategy in an effort to find time and resources to devote to more meaningful tasks.
This white paper spans the tactical elements of workflow to team dynamics and testing methodologies, all drawn from a pool of expert product-oriented pro’s assembled by API.
This online course combines tactical and strategic tools for designing and implementing product management for teams of journalists.
An NPR product manager details his approach to implementing Agile techniques, complete with pro’s and con’s.
The Coral Project models public product management with user-centric product design and Agile techniques.
Slack can improve communication across traditional silos and facilitate the cross-functional work necessary to build great digital products.
A behavioral outline for hiring a product manager produced by an early stage venture capital fund translates well to media organizations transitioning to audience-centric products.