Journalism exists to give people the information they need to make decisions, participate in civic life, and feel connected to their communities. Yet in 2025, traditional ways of delivering news are falling short of meeting those needs, according to the latest The State of Product Management in Journalism report from the News Product Alliance.

This comprehensive study of over 500 product professionals across 69 countries reveals that newsrooms are finally embracing product thinking, but many are still missing the mark on what makes it truly effective. It finds that audiences are scattered across platforms, trust is increasingly fragile, and technology is rapidly reshaping how people access information. Too often, journalism's value is assumed rather than clearly defined or demonstrated.

This is where product management comes in. Product is fundamentally about creating value by connecting editorial priorities with audience needs, business strategy, and technology. It's about designing services that make journalism genuinely relevant and useful in people's lives, whether that's through a daily newsletter, a membership programme, an AI-powered tool, or formats we haven't yet imagined.

The findings paint a clear picture: product management isn't just another business buzzword. When done properly, it's the connective tissue that holds modern newsrooms together, linking editorial priorities with audience needs and business sustainability.

Five years ago, product managers........

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