When Rob Wheeler launched At The Moment last May, the former GroupM chief marketing officer pitched the bootstrapped video venture as something between journalism and corporate storytelling.
The B2B outlet, whose name also reflects its coverage of the advertising, technology, and media worlds, planned to cover each of the industries without quite belonging to any of them.
A year in, the bet is paying off. ATM brought in more than $1 million in revenue between May 2025 and May 2026, entirely from sponsorships, and is already profitable, according to Wheeler. The company is reinvesting earnings into editorial tools, a global bench of editors, and a planned awards show slated for the end of the year.
“I feel fortunate that I was so ignorant going into this,” Wheeler said. “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 team remains lean. Christine Rader, the former GroupM colleague who joined at launch, now functions as managing editor. ATM also works with 11 full-time editors across global time zones, supported by an AI tool that helps sort footage for fast turnaround.
The venture is the latest in a growing series of media startups that aim to parlay the expertise and relationships of their founders into lightweight, sustainable operations.
Similar to Beet TV or Marketecture, ATM does not aim to break stories or push for accountability; instead, it offers a thought leadership platform for industry experts to share their perspectives and analyses. In giving their founders an independent forum for broadcasting content, these outlets mirror the broader trend of solo entrepreneurship that is reshaping the news media landscape.
A pivot toward events
The biggest surprise, according to Wheeler, has been the appetite for event coverage.
ATM’s red-carpet work at the Disney upfront, along with man-on-the-street interviews asking attendees why they came, drew traction Wheeler had not anticipated. The outlet has since followed media buyers across the upfront circuit, capturing reactions in near-real time.
“That was not on my bingo card, but it’s been a huge hit,” he said.
Of ATM’s original four video franchises, two concepts, Moment Makers and Moments That Matter have proven the most durable. The first features a series of direct-to-camera interviews in the Masterclass mold, while the latter showcases sizzle reels from events like Possible. A fourth format, Roundtables, has run less frequently, hampered by logistics.
