Magazines rate as the medium consumers trust most, which is especially important when you consider that "trustworthiness" is the most important attribute people say they will consider in building brand loyalties and making purchases, according to Advertising Age‘s "Next Century" consumer forecast. Magazines Deliver Attributes Consumers Want Brands to Offer 1. Trustworthiness 2. Offers personalized attention 3. Makes effort to keep in contact 4. Simple and fun 5. Traditional