The 10 Most Influential Journalists/Outlets Covering Finance

Research by Gorkana.

Money…it’s a gas. It’s also a crucial topic for every major media company: where is the money going? How can readers make more of it?

On the PR side, however, a different question emerges: which news outlets and individual reporters have the most influence when it comes to the national conversation about money and the various things we do with it?

Last week, Gorkana once again tried to answer those questions with its yearly survey of financial journalists. Together with professors at DePaul University, the group spoke to more than 400 reporters on the finance beat to determine who’s leading the conversation mentioned above.

This year’s list is not a complete surprise; for one, its top three reporters are the same three listed last year. Still, it’s interesting to anyone whose client lineup touches on the world of finance…which is pretty much everyone.

The 10 most influential financial journalists, as chosen by their peers (with most relevant links):

1. Andrew Ross Sorkin, The New York Times

2. John Hilsenrath, The Wall Street Journal

3. Gretchen Morgenson, The New York Times

4. Michael Lewis, Vanity Fair

5. Jim Cramer, CNBC

6. Paul Krugman, The New York Times

7. Felix Salmon, Fusion

8. Jason Zweig, The Wall Street Journal

9. Joe Weisenthal, Bloomberg

10. Maria Bartiromo, FOX Business

One notable omission is Heidi Moore, formerly with The Guardian; Moore, who recently joined Mashable, just missed making the list.

On top of the personal rankings, here are the 10 most influential outlets covering finance:

1. The Wall Street Journal

2. Bloomberg

3. The New York Times

4. Financial Times

5. CNBC

6. Reuters

7. The Economist

8. Forbes

9. Fox News Business

10. Yahoo! Finance

Our key takeaways: the finance field doesn’t appear to be moving forward as quick as some other corners of media. This makes sense because business journalism and those who read it tend to skew toward traditional print outlets.

That said, a shift toward younger writers and digital media is clearly taking place. How do we know?

Take three of the top 15 financial journalists: Felix Salmon, Heidi Moore, and Joe Weisenthal.

The first two both made big moves from traditional pubs to digital ones: Salmon went from Reuters to Fusion and Moore went from The Guardian to Mashable. Weisenthal made the opposite move: last October, Bloomberg hired the longtime Business Insider editor.

The fact that some of the most trusted names covering finance are not, strictly speaking, “traditional” journalists tells us that the industry is adapting to recent demographic changes even though business readers prefer print and tend to favor more established publishers like Forbes or Fortune even when consuming digital-only content.

While WSJ will remain the most trusted name in business (it’s not even close), the results of surveys like this one almost certainly downplay the influence of newer outlets like Fusion and Business Insider because survey participants skew older and have less interest in new formats.

Expect future surveys to include greater competition for the lowest spots on the list among digital-first writers…along with comparable outlets like Quartz.