Why Meredith Is Buying SwearBy

By Noah Long ● January 12, 2020
  • Leading media company Meredith Corporation recently announced it is buying SwearBy. These are the details about the deal.

Meredith Corporation — the leading media company for women that reaches nearly 100 million American female consumers every month and nearly 90% of U.S. millennial women — recently announced that it has acquired SwearBy. SwearBy is a digital platform for word of mouth recommendations designed to crowdsource and share products that women “swear by” based on personal experiences. The terms of the deal were undisclosed.

“At Meredith, we have a rich community of our own editors as well as respected influencers who regularly share their favorite products and services. SwearBy immediately provides us a platform to host these recommendations as well as offer consumers the ability to easily store and share their own SwearBys with friends,” said Meredith President and Chief Digital Officer Catherine Levene. “We see enormous potential in promoting this platform across our network of trusted brands and developing SwearBy into the gold standard destination for products and services women actually want when it comes to beauty, style, parenting, lifestyle, and entertainment — all searchable and shoppable.”

Meredith Digital plans to expand on the features, functionality, categories, and distribution of SwearBy as it gets integrated into the company. Last year, Meredith drove more than $1 billion in sales for its retail partners through affiliate and shopper marketing efforts.

SwearBy founder + CEO Kate Foster Lengyel will continue leading the company in her new role as General Manager and will be reporting to Andy Wilson, SVP Consumer Revenue at Meredith Corporation.

“With its trusted content and enormous audiences, Meredith is a wonderful home for SwearBy,” explained Foster Lengyel. “Meredith understands that women are the biggest word of mouth agents; they share real and compelling recommendations with their friends and family all the time, influencing shopping habits and moving product. It’s thrilling to know that SwearBy will continue to tap into what consumers think and feel on a much larger scale.”