McPheters & Company, Inc. was founded in 1997 to provide strategic & marketing planning, as well as research for the media community. The company was established by Rebecca McPheters, formerly President of Simmons Market Research Bureau and Senior Vice President/Group Executive for The New York Times Company Women’s Magazine Group where she had full P&L responsibility for several of their magazines. In her 14-year career at the Times, she held planning positions at both the newspaper and with the Magazine Group where her responsibilities included management of strategic planning, marketing, telemarketing, and research functions, as well as the Group’s acquisition analysis. Since its founding, McPheters & Company has expanded the range of services it provides and has become noted for its work in the area of accountability metrics. From its roots in the publishing industry, its client list has expanded to include advertisers, agencies, as well as television and Internet companies.