The $11 trillion global travel industry is experiencing remarkable growth, yet its marketing strategies have not evolved to meet modern demands. For years, traditional guidebooks and magazines have dominated the travel space, presenting curated experiences through a narrow and outdated perspective. This approach no longer captivates a new wave of travelers, particularly millennials and Gen Z, who seek authenticity and connection in their travel experiences. Jonathan Skogmo, a Los Angeles-based producer, investor, and entrepreneur, highlights this disconnect. He is renowned as the Founder of Jukin Media, an online video startup that he successfully built and sold for a substantial nine-figure sum to the parent company of Reader’s Digest.
After his impressive exit from Jukin Media, Skogmo embarked on creating a new venture aimed at solving a significant issue in the travel industry: the glaring absence of fresh, credible voices that inspire and educate modern travelers. He recognized that the travel content landscape was stagnant, and he was determined to introduce innovative solutions that resonate with today’s audience.
“The same travel guidebooks, publishers, and travel magazines that were popular before my birth are still the prevailing voices, yet they fail to engage millennial and Gen Z travelers,” Skogmo stated. His insights reflect a broader trend where traditional media struggles to connect with younger audiences who prioritize diverse, authentic experiences over conventional travel narratives.
This isn’t the first time Skogmo has aimed to disrupt the media landscape. His journey into the digital realm began with a simple yet groundbreaking idea to curate, license, and monetize user-generated viral videos. Thus, Jukin Media was born. Launched in 2010, during a time of rampant uncredited content on the internet, Skogmo’s mission was to advocate for rights holders, establishing a vital framework for intellectual property protection in the digital media landscape.
The challenge he addressed was straightforward but impactful: countless individuals were sharing engaging videos without any means to protect or profit from their creations. Skogmo responded to this need by developing a comprehensive infrastructure for rights-clearing and monetization, empowering content creators while redefining the industry’s perception of digital content.
“Jukin was ahead of its time; we recognized the value of user-generated content long before the broader industry did,” Skogmo reflected. “At that time, viral videos were often dismissed as mere noise, but we understood they represented the most genuine form of storytelling. Looking back, I take immense pride in what we achieved, creating a new market that provided everyday individuals opportunities to transform their moments into meaningful media. This mission continues to inspire my work today.”
Currently, Skogmo is channeling his fervor for authentic storytelling into a new enterprise that brings his career full circle. Together with his brother Mike Skogmo and longtime collaborator Anton Reut—both former C-level executives at Jukin Media—he co-founded LOST iN, a travel media company dedicated to capturing the essence of cities through the perspectives of locals, artists, and cultural tastemakers. LOST iN is acclaimed for its beautifully crafted city guides that highlight unique, off-the-beaten-path experiences, targeting the next generation of travelers rather than conventional tourists, and merging print editorial curation with the dynamic nature of social-first storytelling.
“As we entered the next phase of our careers post-Jukin, it was essential for us to create a company that was as innovative and exciting as our previous venture,” Skogmo explained. “LOST iN embodies our collective passion and expertise in disrupting industries while fostering community through social-first video content. The recent acquisition of the leading global media company Lost iN enables us to expand the brand across content, commerce, and community on a global scale.”
Leveraging his extensive experience in digital media, Skogmo is now focused on broadening LOST iN’s influence across various social platforms while facilitating real-life experiences through live events that unite its growing community offline. This approach not only strengthens the brand’s presence but also fosters deeper connections among its audience.
Today, Skogmo stands as a prominent investor in the digital media and creator economy, which underscores his unwavering belief in the potential of independent creators and the evolving landscape of media. His entrepreneurial interests have diversified significantly, including ownership and investments in several popular restaurants throughout Los Angeles, further embedding him within the vibrant local business ecosystem. Beyond licensing, Skogmo has also produced a variety of television and digital shows, consolidating his influence across multiple media platforms.
“Whether it was empowering viral video creators with Jukin or now showcasing local tastemakers through LOST iN, my passion has consistently revolved around advocating for the individuals who shape culture,” Skogmo emphasized. “With LOST iN, we are honoring the artists, entrepreneurs, and creators who infuse each city with its unique spirit, building a platform that embodies the same entrepreneurial drive that propelled my initial venture. It’s a full-circle moment, but with even grander aspirations.”
From the world of viral videos to meticulously curated city guides, Skogmo’s career is characterized by a singular vision: empowering creators, identifying emerging trends, and transforming them into lasting impacts. As LOST iN sets out to revolutionize the way travel is experienced, Skogmo once again demonstrates that he is not only ahead of the curve but is also actively shaping it.
