In VG, where I work, we have a simple idea about this: Product management in media is the perfect hybrid of content management from journalism and product management from tech. It’s not journalism and technology side by side (like it is in most media companies). It’s the hybrid of these.
Improving their product is all about improving the content and how they curate it. This they can do by hiring better journalists, investigate more, learn what is considered important and impactful, and get better software and tools for creation and curation.