Digiday has a nice look at "product builders" at Time, Inc., who in their independent existence (free of the Time Warner mothership) begin with an idea and a landing page, find some early adopters, and refine their products. The "Cooking Light Diet" app appears to be one example.
Under SVP digital Kevin Heery (it appears) that a team of 4 product managers, who work in conjunction with the editorial staff have figured out how to build interesting products - not just more pageviews.