Research by Moat on behalf of the World Media Group has demonstrated the extent to which publishers rely on the trusted nature of their brands to command high ad prices. Moat report that attention paid to ads on the WMG brands far outstripped agency standards, with desktop video and mobile ads singled out as particularly benefiting from appearing opposite the trusted content.
Unfortunately the vast explosion of alternative news sources that accompanied the widespread adoption of the internet has eroded the trust the general population places in the news media as a whole. Research from Ipsos Mori consistently puts journalists somewhere between estate agents and lichen when it comes to levels of trust, pretty much on par with the politicians we're intended to hold to power.
And the problem, while exacerbated by that promulgation of digital news sources, is partially the fault of the legacy media outlets who have fed their audiences' desire for self-deceit and confirmation bias to chase scale. It's the internet's Original Sin, still harming publishers years down the line.