Lucinda Southern is a media journalist specializing in the business of media, publishers, social platforms, ad tech, and digital transformation. She is currently Adweek's managing editor of media and technology, overseeing coverage of these areas. Previously, she served as the global editorial director at Digiday, where she covered media executives and authored numerous articles on industry trends. Based in London, she has interviewed prominent figures in the media space, including Lewis Dvorkin, and maintains a strong presence in the international media journalism community, contributing to platforms like Web Summit and an active LinkedIn profile with over 500 connections. Her work at Muck Rack highlights her transition from Digiday to Adweek, positioning her as a key voice in analyzing media and marketing transformations.