When Rob Wheeler launched At The Moment final May, the previous GroupM chief advertising and marketing officer pitched the bootstrapped video enterprise as one thing between journalism and company storytelling.
The B2B outlet, whose title additionally displays its protection of the promoting, expertise, and media worlds, deliberate to cowl every of the industries with out fairly belonging to any of them.
A 12 months in, the guess is paying off. ATM introduced in additional than $1 million in income between May 2025 and May 2026, fully from sponsorships, and is already worthwhile, based on Wheeler. The firm is reinvesting earnings into editorial instruments, a world bench of editors, and a deliberate awards present slated for the tip of the 12 months.
“I feel fortunate that I was so ignorant going into this,” Wheeler stated. “I thought there was whitespace—not quite journalism, not quite corporate storytelling, but something in between. It turns out there is a real appetite for it.”
The crew stays lean. Christine Roeder, the previous AT&T colleague who joined at launch, now capabilities as managing editor. ATM additionally works with 11 full-time editors throughout international time zones, supported by an AI instrument that helps type footage for quick turnaround.
The enterprise is the most recent in a rising sequence of media startups that goal to parlay the experience and relationships of their founders into light-weight, sustainable operations.
Similar to Beet TV or Marketecture, ATM doesn’t goal to interrupt tales or push for accountability; as a substitute, it gives a thought management platform for business specialists to share their views and analyses. In giving their founders an unbiased discussion board for broadcasting content material, these shops mirror the broader pattern of solo entrepreneurship that’s reshaping the news media panorama.
A pivot towards occasions
The largest shock, based on Wheeler, has been the urge for food for occasion protection.
ATM’s red-carpet work on the Disney upfront, together with man-on-the-street interviews asking attendees why they got here, drew traction Wheeler had not anticipated. The outlet has since adopted media consumers throughout the upfront circuit, capturing reactions in near-real time.
“That was not on my bingo card, but it’s been a huge hit,” he stated.
Of ATM’s authentic 4 video franchises, two ideas, Moment Makers and Moments That Matter have confirmed probably the most sturdy. The first includes a sequence of direct-to-camera interviews within the Masterclass mildew, whereas the latter showcases sizzle reels from occasions like Possible. A fourth format, Roundtables, has run much less steadily, hampered by logistics.