The current Consumer Reports tagline is this: “Expert · Independent · Nonprofit.” They’ve registered it as a trademark, even.
They’re still dependent on one ancient piece of marketing shtick, though: the 2008 Buying Guide, should you buy it in a store, will cost you $9.99. Not ten bucks, but one cent less than ten bucks. The usual explanation for this is that people read prices from left to right (duh), and somewhere in the back of the mind, the difference between $9.99 and $10.00 looks like a whole lot more than the meager penny it is.
Yeah, we know, everybody does it. (Well, my dentist doesn’t; if he presents me with a bill for $200, it’s for $200 and not for $199 and change.) For a publication which ostensibly seeks to create smarter shoppers, though, this is a discouraging lapse in standards.