The Rebooting Show Journalism's product problem
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Mar 10, 2026 Dmitry Shishkin, media strategist and former BBC and Ringier exec who created the User Needs framework, argues journalism should adopt a product mindset. He discusses why newsrooms overproduce low-value updates. He explains the BBC research that mapped six user needs, how to match format to need, and what leadership and AI mean for future newsroom structures.
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Select User Need Then Choose Format
- Classify each piece by the user need it serves before choosing a format, not the other way around.
- Dmitry explains the six user needs and warns against Frankenstein pieces mixing multiple needs in one article.
A Universal But Customizable User Needs Map
- The comprehensive user needs model groups Update Me, Educate Me, Give Me Perspective, Inspire Me, Help Me, Divert Me plus Connect/Reassure.
- Different outlets should adapt the model to their niche (e.g., Atlantic's "introduce me to authors").
Create A Model For Every Section
- Build distinct user-needs models for each section or niche rather than one monolithic approach.
- Dmitry says Atlantic, Vogue and others adapted the BBC model to justify their specific market position.