Lost In Launches 29th Guide, Crosses 7 Figures in Year One
The travel publisher Lost In will publish its latest city guide, focused on Brooklyn, on July 21, marking its 29th guide overall and its second all-new edition since the company was acquired a year ago by Jukin Media founders Jonathan and Mike Skogmo, alongside Anton Reut.
In the 12 months since the acquisition, Lost In has overhauled its business model, moving beyond its legacy print-first approach to build a travel brand defined by premium books, short-form social video, influencer content, and live events.
It now reaches more than 12 million followers across platforms and is on track to cross more than $1 million in advertising revenue by the end of the year, according to chief executive Jonathan Skogmo.
“We’ve focused on building brand equity and reach while keeping overhead low,” said Skogmo. “Now we’re seeing strong demand from advertisers, tourism boards, and creators who want to work with us.”
The Lost In revenue strategy
In its first year growing its advertising business, Lost In is on pace to generate around 70% of its total business from a mix of advertising and branded partnerships, according to Skogmo.
The client makeup is a mix of endemic brands, such as tourism boards and lifestyle, and non-endemic brands like Graza and Talea Beer Co. The publisher primarily offers ad buyers a menu of social video, editorial sponsorship, and in-person activations.
Supplementing its advertising business, Lost In brings in around 20% of its revenue from book sales.
Print remains core to the brand identity of Lost In, although the product is positioned more as a marketing asset than a standalone business. Its city guides are available through its website and more than 200 retailers globally, including Urban Outfitters and Milligram. Book sales are projected to grow 141% this year, the company said.
The remaining 10% of its revenue comes from events, an area the company expects to ramp up in 2025.
This summer, Lost In is hosting a Brooklyn launch party followed by a public event the next night. In the fall, it will run a series of pop-up dinners across the U.S. In total, the company will host around six events this year and hopes to grow that number to nearly 20 next year.
