Original Research by Baden Bower
Data That the PR Industry Cites Back to Us
Baden Bower commissions independent surveys to quantify what the PR industry has always claimed but rarely proven: that earned editorial coverage in Tier-1 publications changes how people buy, trust, invest, hire, and partner.
All studies independently fielded. Full methodologies and data tables available on request.
Baden Bower is a guaranteed PR placement agency founded in 2018 that secures editorial features in Forbes, Bloomberg, Vogue, and 700+ publications worldwide. This research hub houses our commissioned studies, each designed to answer a question the PR industry talks about but rarely backs up with numbers: what actually happens to a business after it gets featured editorially in a major publication?
2026 research programme
Four independent surveys fielded between January and March 2026. Combined sample of 4,800+ respondents across the US, UK, Canada, and Australia. Each study was designed by Baden Bower and conducted via third-party online panels. We funded the research but had no influence on data collection or analysis.
The Credibility Effect
What happens when a consumer sees a company featured in Forbes versus seeing the same company with no media coverage? We showed 1,622 people identical company profiles, with and without an editorial feature, then measured trust, purchase intent, premium willingness, and recall.
Read the full studyState of Earned Media vs. Paid Media
512 business owners who have spent money on both paid advertising and earned editorial placements compared the two head-to-head. We measured ROI, lead quality, conversion rates, customer lifetime value, and which channel they regret not investing in sooner.
Read the full studyThe Publication Trust Index
Not all publications carry equal weight with consumers. We asked 2,047 people to rate 12 major publications across six trust dimensions: credibility, prestige, relevance, memorability, purchase influence, and shareability, broken down by industry vertical.
Read the full studyThe CEO Visibility Report
Does a founder's media presence actually affect business performance? 527 business owners compared outcomes between companies with visible CEOs (3+ editorial features) and invisible ones (zero features). We measured leads, revenue, investor interest, hiring speed, and retention.
Read the full studyHeadline numbers across all four studies
These are the findings that keep getting cited. Each number links to the full methodology in its parent study.
Why does a PR agency publish research?
Short answer: because no one else has. The PR industry runs on anecdotes. A client asks "will a Forbes feature actually help my business?" and most agencies answer with case studies, testimonials, and vague promises. We wanted real numbers from independent panels, not cherry-picked success stories.
There is a self-interest angle too, and we are not going to pretend otherwise. We sell editorial placements. Data showing that editorial placements work is obviously good for our business. But the studies were designed and fielded independently, the methodologies are published, and the raw data tables are available on request. If the data had come back showing paid ads outperform editorial coverage, we would have had an uncomfortable board meeting, but you would still be reading it here.
If you have read the data and want to see what an editorial placement actually looks like, we can walk you through some examples.
How we run these studies
Research standards
All studies are fielded via independent online panel providers. Respondents are screened for relevance (e.g., business owners who have used both paid and earned media). Sample sizes are calculated for ±2.2% to ±4.3% margins of error at the 95% confidence level, depending on the study. We use demographic quotas to ensure representation by age, gender, income, and geography.
Where applicable, we use double-blind experimental designs (The Credibility Effect) or verification via media monitoring cross-reference (The CEO Visibility Report). Revenue and ROI figures are self-reported perceptions, not audited financials, and we say so in every methodology section.
The full survey instrument, raw data tables, and detailed methodology for each study are available on request. Contact research@badenbower.com.
Who is this research for?
Frequently asked questions about our research
Who funds these studies?
Can I access the raw data?
How should I cite these studies?
Are the revenue and ROI numbers audited?
How large are the sample sizes?
How often do you update this research?
Does Baden Bower offer media placements?
Can editorial placements help with O-1 or EB-1A visa petitions?
The data says earned media works. We guarantee it.
Baden Bower secures editorial placements in 700+ publications including Forbes, Bloomberg, and Vogue. No coverage, no charge.
Get a Free ConsultationLast updated: April 2026 · Baden Bower Research · Founded 2018
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