Sunnyside Films

planner/online consultant

Ed Custard has over 28 years of experience related to higher education, including more than 13 years in college and graduate school admission including posts at New York University’s Tisch School of the Arts, and as Director of Admissions at New College of Florida (the Honors College of the State University System) and SUNY Purchase.

Upon leaving college admission he co-founded CollegeMasters, a collaborative of educational consultants focusing on individuals and their families, school districts, and non-profit organizations including the Governor’s Committee on Scholastic Achievement (New York) and College Summit (Washington, DC). He has also served as an enrollment solutions consultant with Monster, Inc.

Over a period of nine years Ed served as an author, Director of Online Information Services, and Director of Admissions Services for the Princeton Review, authoring or editing five college guides—among them the best-selling subjective college guide on the market—and appeared on over 175 television shows, countless radio interviews, and in newspapers and magazines throughout the world as the chief spokesperson/college admissions expert for the company. Other work while there included collaborations with Apple, AOL, and Microsoft, and the development of review.com, one of the first 40 dot-coms to appear on the Internet. After leaving TPR he co-founded and was Senior Vice President at PureAdvice, the first live, real-time, Internet-based, college and financial aid advising service.

Ed has lectured extensively on college admission throughout the United States and Europe, and served as a guest lecturer for graduate programs in counseling at Long Island University/C.W. Post campus and Mercy College. He’s an alumnus of Manhattanville College and did graduate work in the Gallatin School and the Steinhardt School of Education at New York University.