Welcome to McPheters & Company

McPheters & Company specializes in strategic planning and research for brands and for companies in media-related fields, including media owners, advertisers, and ad agencies. The company develops business strategies to enhance both long and short-term profitability. Much of its work is focused on enhancing and documenting the advertising value produced by media brands across multiple platforms.



iMonitor™ is the world’s leading source of information on media-related tablet apps!

iMonitor™ provides global tracking and detailed evaluation of publication and news-related apps.  It currently tracks almost 11,000 apps from more than 80 countries, with hundreds more added each month.  Launched in early 2010, iMonitor collects information on a huge array of variables and applies consistent evaluative criteria to every app – assessing each in terms of accessibility and ease of navigation, functionality, and use of rich media enhancements.  The service is committed to not only tracking key metrics, but to identifying best practice as it emerges – in terms of pricing, features, navigability, business models, and marketing.  Clients include media companies, ad agencies, and app developers in the US and abroad.

iMonitor™ Benchmarking

iMonitor™ Benchmarking helps publishers improve app performance and profitability.

Many publishers want a way to quickly understand how the quality and functionality of their app compares with others overall and within its competitive set, what they can do to improve its performance, and whether modifications to their business models and marketing efforts can increase revenues.  iMonitor™ Benchmarking provides publishers with an independent third party review of their efforts and recommendations for improved performance.


Few variables affect the economics of a medium to the same extent as the size and quality of its measured audience.

Strategic Planning


McPheters & Company works with clients to identify their goals and objectives, and the actions necessary to attain them.

Research and
Research Outsourcing

McPheters & Company handles the design, implementation, and analysis of a wide range of market research projects in both the consumer and B2B areas.


We work with media owners and advertisers to document the extent to which advertising reaches consumers who are appropriate, engaged and responsive.