About Us

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.  In the early 1990s, she initiated, designed and implemented The Family Circle Studies of Print Advertising Effectiveness.  They are still among the definitive studies of print advertising effectiveness.

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.

management team


Rebecca M. McPheters

  • McPheters & Company
  • Former President of Simmons Market Research Bureau
  • Former Group Executive, New York Times Magazine Group, with publishing and editorial responsibility for Child, Fitness, and American Homestyle
  • BA in Economics from Wellesley, Stanford MBA

Ed Binkowski

  • Principal and Chief Statistical Officer, McPheters & Company
  • Clients include AT&T, Medco Health, J.P. Morgan, Kroger, Colgate-Palmolive, J.C. Penney, Lou Harris, Northern Light, Times-Mirror, AIG, Mellon Bank
  • Former advisor to the Census Bureau, the Department of Energy, and Oak Ridge National Laboratory
  • Former faculty member at Cornell Medical School, Fordham Law School, and Hunter College
  • Founding Editor, Oxymoron (Ozzie Award for Magazine Design Excellence)
  • AB, PhD in Statistics from Princeton; JD, Fordham.

Paul Burkey

  • Director/New Media Analytics, McPheters & Company
  • BA from Columbia University ’05
  • Graduated Summa Cum Laude
  • Member of Phi Beta Kappa

Celia Currin

  • Principal, McPheters & Company
  • Former head of marketing department at Wall Street Journal. Board Member, Lincoln Educational Services Corporation
  • Extensive consulting work on cross-platform issues affecting both consumer and trade publications
  • Started career as journalist at Forbes
  • BS in Journalism from University of Oregon, Harvard MBA