The Lincoln Project is becoming a media business - Axios

The Lincoln Project is looking to beef up its media business after the election, sources tell Axios.

Driving the news: The group is in talks with the United Talent Agency (UTA) to help build out Lincoln Media and is weighing offers from different television studios, podcast networks and book publishers.

Why it matters: Lincoln's plan is part of the new trend of activists developing massive audiences for political influence that they are then able to spin into commercial media success.

Catch up quick: The Lincoln group, which is run by prominent "Never-Trumper" Republicans like Ron Steslow, Rick Wilson, George Conway, Jennifer Horn, Reed Galen, Mike Madrid and Steve Schmidt, has transformed from an election-focused advertising PAC into a media company with millions of followers.

Details: The group, formed in late 2019, has been approached by several media and entertainment companies and podcast platforms looking to launch franchises from its brand. .

By the numbers: The Lincoln Project's current media efforts were never meant to be spun out into independent media ventures, but they've grown quickly enough to catch the attention of Hollywood heavyweights.

Between the lines: The group has poured millions of dollars into pithy anti-Trump advertising spots, all of which have been produced in-house.

Be smart: For the Lincoln Project, becoming a media entity happened serendipitously, but it's been helpful in accomplishing its advocacy goals nonetheless.

Yes, but: The group will face new scrutiny as it further explores media.

What's next: For now, the group's immediate focus is next week's election. But in its effort to defeat "Trumpism," a culture of blind loyalty to the president, the group says it will be pushing harder into media products that help it speak to centrists.

Editor's note: This post has been updated to correct that the Lincoln Project is in talks with UTA. A previous version said they'd signed with UTA.