Consumer Reports is a phenomenal organization that does a great service to the consumer without any outside influence. The company buys everything it tests and doesn’t accept any freebies that could taint the company’s reputation or decision making. Clark trusts the company so much that he reads it each month cover to cover. Other companies despise CR, especially car companies. Every April, the car dependability issue comes out and people rely on it to make purchases. So, if a car gets the “not recommended” mark, it could be death for that car and possibly company. The company is both hated and loved by consumers as well. Young women, for instance, don’t buy the magazine because it’s not interesting or graphically-pleasing to them. That’s why the company is creating a new product geared toward 30-something women called “Shop Smart.” It’s going to have a much more modern look and breezy format. Look for short, sweet more colorful stories.