Who founded it, who funds it, what is the broad consensus on the coverage they typically run, what do I see in their coverage when I look through it, what have they retracted, what have they not retracted, what advertisers do they permit. Probably some other criteria, to be honest. Maybe "does the editor here seem to have a conscience".

great questions. The broad consensus is a bit tricky though. As they say: "Eat shit - 10 billion flies can't be wrong"

For sure. Doesn't mean checking media bias fact check or whatever isn't worth a moment.