David Bridges
With a staggering $11 trillion market size, the global travel industry is experiencing remarkable growth; however, the methods of marketing travel experiences have not evolved in tandem. For many years, traditional guidebooks and travel magazines have dominated this space, offering curated travel experiences through a limited and often outdated perspective. For the new generation of adventurers—especially millennials and Gen Z—these conventional voices are increasingly out of touch. This sentiment is echoed by Jonathan Skogmo, a Los Angeles-based producer, investor, and entrepreneur, who gained recognition as the Founder of Jukin Media, an innovative online video startup that he successfully built and later sold for a reported nine-figure sum to the parent company of Reader’s Digest.
After his successful exit from Jukin Media, Skogmo embarked on a new venture aimed at addressing a significant challenge within the travel sector: the glaring absence of fresh, credible voices needed to inspire and educate modern travelers. His goal is to fill this void by creating a platform that resonates with contemporary explorers, ensuring they have access to insightful and relatable travel narratives that reflect their values and experiences.
“The same travel guidebooks, publishers, and travel magazines that were prevalent before I was born continue to dominate the conversation, yet they fail to engage millennial and Gen Z travelers,” Skogmo asserted. This disconnect highlights the urgent need for innovative approaches to travel marketing that can effectively engage younger audiences, utilizing platforms and formats that resonate with their preferences and lifestyles.
This is not the first time that Skogmo has pursued disruption within the media landscape. His initial venture into the digital space began with a straightforward yet groundbreaking idea: curating, licensing, and monetizing user-generated viral videos. This marked the inception of Jukin Media in 2010, during a period when the internet was flooded with uncredited content. Skogmo’s mission was to advocate for the rights of content creators, establishing a critical framework for intellectual property protection in the realm of digital media and online sharing.
The challenge he aimed to resolve was both simple and profound: individuals were sharing engaging videos but lacked the means to protect or profit from them. Skogmo developed an infrastructure that transformed this landscape, creating a rights-clearing and monetization system that not only empowered creators but also shifted industry perceptions of digital content. This initiative helped to legitimize the value of user-generated content, paving the way for new business models in digital media.
“Jukin was ahead of its time; we recognized the inherent value in user-generated content long before the rest of the industry acknowledged it,” Skogmo reflected. “During that period, viral videos were often dismissed as mere noise, but we understood that they represented the most authentic form of storytelling. I look back on those years with immense pride, knowing we built something that not only created a new market but also empowered individuals to transform their personal moments into meaningful media. This mission continues to drive everything I undertake today.”
Currently, Skogmo is channeling his enthusiasm for authentic storytelling into a new enterprise, which represents a culmination of his career experiences. Together with his brother, Mike Skogmo, and long-time collaborator Anton Reut, both of whom held C-level positions at Jukin Media, he co-founded LOST iN. This travel media company aims to capture the essence of cities through the perspectives of locals, artists, and cultural tastemakers. Known for its aesthetically pleasing city guides, LOST iN curates unique experiences designed to appeal to a new generation of travelers, focusing on authenticity rather than conventional tourism. Additionally, it employs a hybrid model that blends print editorial curation with the immediacy of social-first storytelling.
“As we contemplated the next phase of our careers post-Jukin, we aspired to create a company that was as innovative and exciting as our previous endeavor,” Skogmo explained. “LOST iN embodies our collective passion and expertise for disrupting industries and fostering community through social-first video content. The recent acquisition of a leading global media company allows us to expand the brand across content, commerce, and community on a worldwide scale.”
Leveraging his extensive experience in digital media, Skogmo is now dedicated to amplifying LOST iN’s presence on various social platforms and enhancing real-life experiences through live events that foster community engagement offline. This strategy not only elevates the brand but also encourages connections among its growing audience, creating a vibrant network of travel enthusiasts.
Today, Skogmo continues to be a prominent figure in the digital media and creator economy, exemplifying his unwavering belief in the power of independent creators and the dynamic nature of the media landscape. He has also diversified his entrepreneurial ventures, investing in several popular restaurants throughout Los Angeles, thereby deeply embedding himself in the vibrant local business community. Beyond licensing, his creative pursuits have led to the production of various television and digital shows, further solidifying his influence across multiple media platforms.
“Whether it involved giving viral video creators a platform with Jukin or currently highlighting local tastemakers through LOST iN, my commitment has always been to champion the individuals who shape culture,” remarked Skogmo. “With LOST iN, we celebrate the artists, entrepreneurs, and creators who infuse each city with its unique character, while also building a platform that reflects the same entrepreneurial spirit that inspired my first venture. This represents a full-circle moment for me, but with even greater aspirations.”
From viral videos to curated city guides, Skogmo’s career has been characterized by a singular vision: empowering creators, identifying emerging trends, and transforming them into lasting impacts. As LOST iN embarks on its mission to redefine travel experiences, Skogmo once again demonstrates that he is not merely ahead of the curve; he is actively shaping it.
Cameron Steel
Clara Hastings
