The folks at online service directory Thumbtack ran an experiment to see which newspaper logos featured in the "in the news" section on its website instill the greatest confidence in consumers. The result of the A/B testing: Consumers were about 30 percent more likely to use the site to seek out local service providers when they saw the New York Times or Washington Post logos. The Wall Street Journal logo provided an 8 percent bump. When presented with the USA Today logo, consumers were actually 25 percent less likely to use the Thumbtack site.