In a bid to cater to the “premium economy” traveler of the millennial generation, travel media company LOST iN has exciting plans in store for 2025. The company, known for its unique and immersive travel guidebooks, is gearing up to release four to six new editions this year, promising to take travel enthusiasts on unforgettable journeys through some of the world’s most vibrant cities.
Among the upcoming releases are new editions of existing LOST iN city guides for popular international destinations such as Tokyo, Amsterdam, and Stockholm, and two U.S. cities to be announced. Building on the success of its recent release LOST iN Venice Beach, which saw tremendous commercial success under new management, LOST iN is unwavering in its commitment to provide valuable insights to travel enthusiasts and shake up the realm of physical print guidebooks with a fresh approach.
With a keen focus on exploring hidden gems, art, music, gastronomy, and the unique cultural fabric of each city, LOST iN offers a perspective that resonates with younger, experience-driven audiences. The company’s editorial approach goes beyond the typical tourist hot spots, delving deep into the heart and soul of the communities it covers, celebrating local businesses, and fostering a sense of connection and discovery.
“It’s no secret that books, vinyl records, and other forms of physical media are experiencing a resurgence in popularity. There is a growing demand and desire for tangible, physical objects in world dominated by pixels on a screen,” says Jonathan Skogmo, founder and CEO of LOST iN.
Founders of LOST iN (from left) Mike Skogmo, Jon Skogmo, Anton Reut
Skogmo is joined on the LOST iN founding management team by his brother, co-founder Mike, and a third co-founder, Anton Reut. The three are former executives of Jukin Media, the pioneering digital media company that was acquired by Trusted Media Brands in 2021 and had grown to nearly 300 employees and more than 250 million social media followers at the time of the acquisition.
It may seem surprising that three former digital media executives have entered the print guidebook industry, but print seems to be making a comeback. Rolling Stone and The Atlantic have both increased the number of annual print editions they issue each year, and The Onion, which canceled its print edition entirely in 2013, brought back its product in print starting in 2024.
“The experience of buying a physical book holds advantages that cannot be replicated digitally,” Skogmo says. “The tactile experience of holding a book in your hands—the weight of the book, the smell of the pages, and the act of turning each page—creates a unique sensory experience.”
Which U.S. city will be next? “We are in discussions with a handful of cities at the moment and collaborating closely with local organizations and tourism boards, who are excited to engage after having seen the successful launch of our LOST iN Venice Beach guidebook launch last year,” Skogmo says. “We’re excited to expand our footprint and bring new travel guides to life in 2025 to meet the growing demand.”
To date, LOST iN has a network of more than 12 million social fans and has raised capital from MaC Venture Capital, BDMI, and a handful of other strategic angel investors. LOST iN plans to modernize the legacy travel publishing space that is dominated by decades-old media brands.
Adding to its traditional print offerings, LOST iN has announced plans to accompany each book release with immersive events and launch parties that promise to bring the spirit of each city to life. By leveraging its expertise in scaling digital media businesses, LOST iN aims to create a 360-degree, multi-platform media experience that captivates and inspires travelers around the globe.
Over the past year, LOST iN has significantly expanded its influence in the travel media space through key acquisitions and strategic partnerships, including acquiring BuzzFeed’s travel vertical Bring Me! and collaborating with top niche travel creators to elevate its storytelling and audience engagement.
In a world where physical books are making a significant comeback in societal culture, LOST iN’s blend of insightful storytelling, cultural exploration, and support for small independent businesses sets it apart in the travel media industry. As it continues to pave the way for a new era of travel guides, LOST IN invites readers to immerse themselves and get lost in their travels.
