AdLarge, a podcast advertising sales company, has acquired Adalyst Media‘s portfolio of 25 podcasts, expanding its fwd. network to over 75 shows targeting female audiences. 

The acquisition combines two entities focused on female-driven content across categories: True Crime, Wellness, Parenting, Pop Culture, and Business.

Adalyst Media, founded in 2022 by Amy Wilson and Margaret Ables, developed from their podcast “What Fresh Hell: Laughing in the Face of Motherhood” into a network specializing in reaching female and mom demographics. The company has sold over 150 million ad impressions since its inception.

Expanding Reach in Female-Focused Podcasting

With this acquisition, AdLarge’s fwd. network strengthens its position in female podcasting. The network, led by CEO Cathy Csukas, now reaches millions of engaged listeners monthly across diverse content categories.

“We have always believed in the strength of the female-facing audience vertical, and our podcasts will benefit not just from the fwd. network’s common vision, but its larger sales and ad ops teams,” Amy Wilson, Adalyst Media co-founder, said in a press release.

Fellow co-founder Margaret Ables added, “The fwd. network shares our commitment to independent podcasters, making it the ideal home for Adalyst’s shows to thrive.”

Market Opportunity Among Female Podcast Listeners 

Adalyst Media’s focus aligns with market research showing that 43% of mothers are weekly podcast listeners, according to Edison Research. These listeners typically drive household purchasing decisions.

As per Adalyst, female podcast listeners are more likely to consider, recommend, purchase, and spend more on brands advertised on their preferred podcasts, particularly when the hosts are also female.

Enhanced Capabilities and Monetization Growth

The acquisition provides Adalyst’s podcast creators with expanded resources, deeper brand connections, and greater monetization opportunities while maintaining their independent status.

“The fwd. network was built to elevate and support female creators, and welcoming Adalyst into our ecosystem is a natural next step,” Csukas stated in the release. “Amy and Margaret have cultivated an incredible collection of shows that resonate with female audiences.”

Adalyst brings its targeted reach capabilities and data-driven insights to the partnership, having built its reputation on delivering host-read advertisements, which the company identifies as the most effective form of podcast advertising.