Principals

Walter McCullough

President, CEO

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Walter McCullough is the President, CEO, and owner of Monroe Mendelsohn Research. He is also Chairman of its subsidiary, Mendelsohn Media Research, which is known for the Mendelsohn Affluent Survey.

Mr. McCullough is actively involved in the design, implementation, and analysis of research studies for major U.S. business to business and consumer packaged goods companies, service firms, advertising agencies, media companies, and law firms.

Mr. McCullough has presented the findings of research projects he has conducted to many of the nation's largest firms. Also, since 1984, he has testified in numerous hearings, trials, NAD (National Advertising Division of the Council of Better Business Bureaus) and other legal proceedings as a survey research expert.

Prior to joining Mendelsohn in 1968, Mr. McCullough was a Marketing Research Group Head at Datatab, providing computer processing and statistical consulting services to marketing research companies, advertising agencies, and advertisers.

Mr. McCullough has a BA in psychology from Lafayette College and an MBA in marketing research from Baruch College of the City University of New York.

Mitch Lurin

President
Mendelsohn Media Research

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Mitch Lurin has been President of Mendelsohn Media Research since 1991 and directs the activities of Mendelsohn’s Affluent Survey. Prior to joining Mendelsohn, Mr. Lurin was Vice President and Director of Marketing Services for Ladies' Home Journal for thirteen years. Other magazines under his research guidance included 1001 Home Ideas, American Home, Better Homes and Gardens, Country Home, Golf Illustrated, Health, The Homeowner, Metropolitan Home, Redbook, Savvy,  Sport, Traditional Home, and World Tennis.

Mr. Lurin helped launch TGI syndicated audience measurement, which later merged with Simmons Market Research Bureau. At both companies, he was the Vice President of Magazine Client Services. He was also a consultant to the A. C. Nielsen Company during the introduction of its syndicated audience survey called HomeScan. His earliest business experiences involved learning about the media business at a variety of advertising agencies, including McCann-Erickson, SSC&B and Rumrill Hoyt.

Mr. Lurin has always been active in a variety of volunteer industry activities, including the Publishers Information Bureau Advisory Board, Magazine Publishers of America Research Committee, the Advertising Research Foundation's Magazine Research Council, and is a former member of the Board of Directors of the ARF.

Mr. Lurin received a bachelor's degree in business from Long Island University.

Joel Zeiler

Executive Vice President

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Joel Zeiler is an Executive Vice President of Monroe Mendelsohn Research. In this capacity, his duties include the design, implementation, and analysis of many ad hoc and tracking marketing research studies as well as project staff supervision.

Mr. Zeiler's thirty years of marketing research experience have covered every phase of the marketing research discipline — from basic qualitative explorations to large-scale strategic studies.

Prior to joining Mendelsohn, Mr. Zeiler held senior executive positions with several leading independent marketing research companies, and with advertisers such as Pepsi-Cola and General Learning Corporation.

Mr. Zeiler holds a BA in economics from Queens College of the City University of New York, where he also participated in graduate work in sociology.

Bob Shullman

Senior Vice President

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Bob Shullman is a Senior Vice President of Monroe Mendelsohn Research. In this capacity, his duties include leading the firm’s Custom Media Research activities as well as directing PReSS and The Affluent Omnibus Survey, two of the firm's syndicated services.

Mr. Shullman has more than 35 years of practical business experience in executive management, and marketing research and planning roles. Prior to joining Mendelsohn, he held senior leadership positions with several leading independent marketing research firms, as well as with the Stanford Research Institute, and at the American Express Company and its affiliates.

He has spoken extensively on marketing and business topics in the U.S. and abroad. He holds a BA from Georgetown University in American History and an MBA in marketing from NYU's Stern School of Business (where he also completed much of the course-work for a PhD in finance).

Caren Sherman

Vice President
Mendelsohn Media Research

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Caren Sherman joined Mendelsohn Media Research as its Vice President in 1999.  Among the areas of her expertise is her knowledge of industry research applications related to magazine sales and promotional efforts.  Her work experiences have included managing the research needs for publications such as Automobile, Fitness, American Homestyle & Gardening, and Seventeen.

Her client service skills were developed through her past working experiences at the Douglas/Jones Group, Mediamark Research, and Interactive Market Systems (IMS).

Her background and experiences make her an invaluable asset to Mendelsohn’s clients who need practical and pragmatic implementation of the syndicated measurements from the Mendelsohn Affluent Survey.

Karen Tubridy

Vice President

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Karen A. Tubridy joined Monroe Mendelsohn Research in 2005 as its Vice President, Custom Research Services. Prior to joining the firm, Ms. Tubridy was at MRI-Mediamark Research Inc. where she co-founded and directed the custom research division and successfully grew their custom research business for over 18 years.

Ms. Tubridy also managed the marketing services department for Whitney Communications and marketed various research services to publishers for Starch INRA Hooper.  Her first magazine business experience involved various marketing, promotion and production positions at Cahners Publishing Company.

Ms. Tubridy graduated from Marymount College in Tarrytown, NY with a dual bachelor's degree in American Studies and Sociology.