Categories: OLD Media Moves

How Skift succeeds: By staying small

Tom Huddleston Jr. of CNBC Make It profiles Skift, the online news site that covers the travel, wellness and restaurant industries.

Huddleston writes, “The follow-up investment round never happened and Ali decided to break the cycle and end its reliance on outside money by staying small.

“Today, Skift describes itself as the travel industry’s biggest ‘intelligence and marketing platform,’ but has a staff of just 60, sees 1.5 million monthly visitors and in 2018, the company pulled in more than $10 million in revenue, according to Ali.

“‘If there’s one evangelizing function I have in life,’ Ali tells CNBC Make It, ‘it’s that small matters and that small can make a large impact.’

“Ali says Skift’s laser focus on its core subject of travel and leisure and its in-depth coverage and research attracts loyal patrons – travel industry companies and executives – who spend money on Skift’s research, read its newsletters and attend its conferences.”

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Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.