Website says using the logos of NYT, WaPo increased customer trust, but USA Today logo hurt it


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.

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    Jeff Sonderman

    Jeff Sonderman is the deputy director of the American Press Institute, helping to lead its use of research, tools, events, and strategic insights to advance and sustain journalism.


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