{"id":77939,"date":"2025-05-20T14:12:58","date_gmt":"2025-05-20T14:12:58","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2025\/05\/20\/industry-vet-rob-wheeler-launches-atm-spotlighting-the-business-of-advertising\/"},"modified":"2025-05-20T14:14:22","modified_gmt":"2025-05-20T14:14:22","slug":"industry-vet-rob-wheeler-launches-atm-spotlighting-the-business-of-advertising","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2025\/05\/20\/industry-vet-rob-wheeler-launches-atm-spotlighting-the-business-of-advertising\/","title":{"rendered":"Industry Vet Rob Wheeler Launches ATM, Spotlighting ‘The Business Of Advertising’"},"content":{"rendered":"

<\/a>\n<\/p>\n

\n

Rob Wheeler, till not too long ago the chief advertising and marketing officer of GroupM, launched a brand new media<\/a> enterprise on Tuesday referred to as At The Second (ATM).<\/p>\n

The bootstrapped start-up will cowl the intersection of promoting, expertise, and media\u2014the acronym ATM additionally refers to its scope of protection\u2014though it is not going to be a conventional journalistic enterprise.\u00a0<\/p>\n

As a substitute, the video-centric outlet will purpose to occupy a center floor between conventional journalism and model advertising and marketing, spotlighting the traits, figures, and storylines driving the promoting trade.<\/p>\n

\u201cI wished to make one thing whose content material is fascinating however that can also be collaborative with corporations,\u201d Wheeler mentioned. \u201cI feel individuals will be capable to be taught from this, and I feel we may also help champion the successes of the trade.\u201d<\/p>\n

Media veteran and former colleague Christine Rader would be the solely different full-time worker, though ATM can be supported by a solid of freelance manufacturing workers. Wheeler declined to supply monetary projections or additional touch upon industrial particulars for the operation.<\/p>\n

The enterprise is the newest in a rising sequence of media startups that purpose to parlay the experience and relationships of their founders into light-weight, sustainable operations.\u00a0<\/p>\n

Much like Beet TV or Marketecture, ATM doesn’t purpose to interrupt tales or push for accountability; as an alternative, it affords a thought management platform for trade consultants to share their views and analyses. In giving their founders an impartial discussion board for broadcasting content material, these retailers mirror the broader development of solo entrepreneurship that’s reshaping the information media panorama.<\/p>\n

A concentrate on video and newsletters<\/strong><\/h4>\n

ATM will focus totally on video, which is able to dwell as 4 totally different franchises at first.<\/p>\n

Second Makers will characteristic one-on-one interviews with trade figures talking on to the digicam. Collective Moments will showcase roundtable discussions which were edited for conciseness.\u00a0<\/p>\n

Inside Moments, a longer-form manufacturing, will make use of B-roll footage and discover how a product has come to life. And Moments That Matter will spotlight main trade occasions, just like the upfronts or Cannes Lions, within the type of a brief sizzle reel.<\/p>\n

The writer will even have a e-newsletter, referred to as Your ATM Withdrawal, accessible at launch, which is able to publish two to 3 occasions every week, based on Wheeler.\u00a0<\/p>\n

\n
\n
\n

\"The
<\/a> <\/div>\n<\/section>\n<\/div><\/div>\n

<\/p>\n

To monetize the operation, ATM will rely totally on model partnerships. Wheeler mentioned ATM will generally produce unpaid content material\u2014equivalent to a current video capturing Disney\u2019s upfront\u2014however for probably the most half, content material can have an affiliated model.<\/p>\n

Sooner or later, ATM goals to cowl different industries, equivalent to automotive or client packaged items. The mannequin can be the identical\u2014the movies would simply characteristic totally different executives.<\/p>\n

\u201cI simply wish to be a part of the dialog and create moments,\u201d mentioned Wheeler. \u201cI\u2019ll be completely happy when persons are coming to us asking us to become involved.\u201d<\/p>\n<\/div>\n