Rob Wheeler, until recently the chief marketing officer of GroupM, launched a new media venture on Tuesday called At The Moment (ATM).

The bootstrapped start-up will cover the intersection of advertising, technology, and media—the acronym ATM also refers to its scope of coverage—although it will not be a traditional journalistic enterprise. 

Instead, the video-centric outlet will aim to occupy a middle ground between traditional journalism and brand marketing, spotlighting the trends, figures, and storylines driving the advertising industry.

“I wanted to make something whose content is interesting but that is also collaborative with companies,” Wheeler said. “I think people will be able to learn from this, and I think we can help champion the successes of the industry.”

Media veteran and former colleague Christine Rader will be the only other full-time employee, although ATM will be supported by a cast of freelance production staff. Wheeler declined to offer financial projections or further comment on commercial details for the operation.

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.

ATM will focus primarily on video, which will live as four different franchises at first.

Moment Makers will feature one-on-one interviews with industry figures speaking directly to the camera. Collective Moments will showcase roundtable discussions that have been edited for conciseness. 

Inside Moments, a longer-form production, will employ B-roll footage and explore how a product has come to life. And Moments That Matter will highlight major industry events, like the upfronts or Cannes Lions, in the form of a short sizzle reel.

The publisher will also have a newsletter, called Your ATM Withdrawal, available at launch, which will publish two to three times a week, according to Wheeler. 

To monetize the operation, ATM will rely primarily on brand partnerships. Wheeler said ATM will sometimes produce unpaid content—such as a recent video capturing Disney’s upfront—but for the most part, content will have an affiliated brand.

In the future, ATM aims to cover other industries, such as automotive or consumer packaged goods. The model would be the same—the videos would just feature different executives.

“I just want to be part of the conversation and create moments,” said Wheeler. “I’ll be happy when people are coming to us asking us to get involved.”