While WMN’s relatively small size makes it challenging to convince ad salespeople to join it instead of a larger company, its mission and success in wooing brands like Microsoft have helped grow the ranks. Amid cultural shifts that included a pandemic, the murder of George Floyd and the repeal of Roe v. Wade, WMN found listeners, hosts and sponsors more interested than ever in its underrepresented voices.

“For most, especially big corporate brands, our mission is palatable,” Atkins said. “It’s not too polarizing, per se, and I think that’s also a benefit when it comes to sales conversations and partnership conversations.”

Not everyone wants a bespoke ad, and trying to sell one to the wrong company is “a total uphill battle,” but Atkins is still working her way past the agencies that say no to the less risk-averse decision-makers who see the value of yes.” WMN remains a hungry startup in many ways, and Atkins said she and Kaplan are still moving forward based on relationships they built by going to conferences, sending cold emails and getting friends to make phone calls.

“We’re still a small business, so every new connection matters,” she said. “We’re building a network, not only of shows, but of people who really believe—and it’s been super rewarding. 

This story is part of the Audio Awards special feature.