Rebecca McPheters founded McPheters & Company in 1997. In early 2010, McPheters & Company launched iMonitor™, which provides detailed tracking and rigorous evaluation of more than 1000 media-related apps. Before starting McPheters & Company, she was President of Simmons Market Research Bureau and Senior Vice President/Group Executive for The New York Times Company Women’s Magazine Group where she ran a number of their consumer magazines. While at The New York Times Company, she initiated and implemented The Family Circle Studies of Print Advertising Effectiveness, which are still among the definitive studies of print advertising effectiveness. In the years since, she has expanded upon her work advertising effectiveness measurement in studies conducted under the auspices of the MPA and, most recently, with Condé Nast and CBS.