Rebecca McPheters
CEO
Rebecca McPheters is CEO of McPheters & Company, the consulting and research firm she founded in 1997. Prior to establishing McPheters & Company, Rebecca was President of Simmons Market Research Bureau from 1994-1997. At that time, Simmons specialized in media audience measurement. She was previously Senior Vice President/Group Executive for The New York Times Company Women’s Magazine Group, and for Gruner + Jahr USA after it acquired a number of titles from The New York Times Company. In that position she had full P&L responsibility for several of their consumer magazines. In 1991, she initiated and designed The Family Circle Study of Advertising Effectiveness, which is still one of the definitive studies of print advertising effectiveness.
She is a frequent contributor to the trade press and has spoken extensively on media, database, and research topics in the U.S. and abroad. In 2006, Folio Magazine named her to the Folio 40, their list of 40 people changing the publishing industry. She is a former board member of the Advertising Research Foundation. Rebecca holds a BA in Economics from Wellesley College and an MBA from Stanford University.
McPheters & Company is a boutique consulting and research company founded in 1997. The company works primarily with media companies and advertising agencies in the areas of strategic planning, media research, and accountability metrics – and has been a consistent thought-leader on issues relating to media management and accountability. In 2010, the company launched iMonitor™ to provide rigorous evaluation and detailed tracking of tablet apps for publication-related brands, both magazines and newspapers, regardless of country of origin.
Wann:
Donnerstag, 14. Juli 2011, 11:00-12:30, Track 3 Fokus Publisher (Best Practice)
