When Zara McDonald and Michelle Andrews talk, young women – about 20 million of them, if you count the duo’s audience across various platforms – listen.

Their podcast, Shameless, is consistently in the top 10 in the country; this year, the podcast will hit 100 million lifetime downloads. As women’s magazines have collapsed or struggled to find a foothold in the internet age, Shameless has thrived. By January next year, the company – with just 15 employees (including the two founders) and no outside investors – will offer a podcast every weekday, as well as three newsletters and a robust social media presence.