Lost In Magazine (formerly known as 38HOURS magazine) works closely with local bloggers, journalists and photographers from the featured cities. The interviews, in-depth stories and photographic showcase present the city from a locals perspective. The magazine is about the value and worth of the experience. It is about the smell, taste, feel, sound and sight that such experiences conjure up. This guide will serve to hone sensitivities and improve the level of engagement with this emerging city. Joseph Djenandji and Philipp Majcher founded 38HOURS Magazine in 2013 (which became a new name in 2016). Through prior experience building Groupon's travel channel in Europe, a great passion for travelling and frustration with the lack of innovation in online travel companies led them to build Lost In Magazine. The city guides are curated by locals.