The Publication Trust Index
How 2,047 consumers rate the credibility of 12 leading publications, and what it means for brands investing in earned media.
The Publication Trust Index is an annual study commissioned by Baden Bower, a guaranteed PR placement agency founded in 2018, measuring how consumers perceive the credibility of 12 major publications. The 2026 edition surveyed 2,047 adults across the US, UK, and Australia, rating each publication on a 0–100 trust scale across six dimensions: credibility, prestige, relevance, memorability, purchase influence, and shareability.
Key findings
Six headline statistics from the 2026 Publication Trust Index.
How do consumers rank these publications by trust?
Overall trust score out of 100. Weighted average across all six dimensions.
Overall trust score out of 100 (n=2,047). Top 3 in gold.
| Publication | Trust score |
|---|---|
| Forbes | 88 |
| Bloomberg | 85 |
| Business Insider | 82 |
| TechCrunch | 81 |
| Vogue | 80 |
| Entrepreneur | 79 |
| Yahoo Finance | 78 |
| Vanity Fair | 77 |
| Inc. | 76 |
| Fast Company | 75 |
| Harper's Bazaar | 74 |
| GQ | 72 |
How does trust change by industry vertical?
The same publication scores very differently depending on who you ask.
| Vertical | Top publication | Score | 2nd place | Score |
|---|---|---|---|---|
| Finance | Bloomberg | 94 | Forbes | 92 |
| Fashion | Vogue | 95 | Harper's Bazaar | 91 |
| Technology | TechCrunch | 93 | Business Insider | 86 |
| Lifestyle | Vanity Fair | 85 | Vogue | 82 |
| Business | Forbes | 91 | Entrepreneur | 87 |
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Does publication trust drive purchase intent?
"After seeing a company featured in this publication, how would your likelihood to purchase change?"
| Publication | More likely to purchase | No change | Less likely |
|---|---|---|---|
| Forbes | 72% | 22% | 6% |
| Bloomberg | 67% | 27% | 6% |
| Vogue | 63% | 29% | 8% |
How does trust in media types vary by age?
Editorial trust increases with age. Social media trust declines. Paid advertising remains flat and low.
| Age group | Editorial coverage | Social media | Paid advertising |
|---|---|---|---|
| 18–24 | 62% | 78% | 34% |
| 25–34 | 71% | 65% | 38% |
| 35–44 | 79% | 52% | 41% |
| 45–54 | 84% | 38% | 43% |
| 55–64 | 88% | 27% | 40% |
| 65+ | 91% | 19% | 37% |
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Which media format do consumers find most credible?
"Which format of media coverage do you find most credible?"
| Format | Percentage |
|---|---|
| Editorial feature | 41% |
| Guest contribution | 24% |
| Interview / Quote | 19% |
| Listicle mention | 16% |
Methodology
Study design
The 2026 Publication Trust Index was commissioned by Baden Bower and conducted via an independent online panel of 2,047 adults across the US, UK, and Australia between January 8 and 22, 2026. Respondents were screened for familiarity with at least 3 of 12 publications. Quotas ensured demographic representation by age, gender, income, and region. Margin of error: ±2.2% at 95% confidence.
Trust was measured on a 0–100 scale across six dimensions: Credibility, Prestige, Relevance, Memorability, Purchase Influence, and Shareability. The composite "Overall Trust Score" is a weighted average. Full instrument available on request: research@badenbower.com.
Frequently asked questions
Which publication is the most trusted?
Does trust vary by industry?
Does being featured increase purchase intent?
What format is most credible?
Want your brand in these publications?
Baden Bower guarantees editorial placements in all 12 publications in this study, plus 700+ more. Money-back guarantee.
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Last updated: April 2026 · Baden Bower Research · Founded 2018
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