If I have to hunt for a publisher's real name, I won't do business with them and neither should you.And I understand the need for privacy.
But I do not understand why some folks do not put their names on their (professional) websites.
When you're running a business (and if you're writing/publishing, you are running a business), people want to know whom they're dealing with. Is there a real person on the other side of the screen? A bot? A black hole where your money or stories will disappear into?
Yet I keep stumbling across (usually small, usually new) publishers trying to get submissions (or pledges of money) without bothering to say who they are.
You should avoid doing business with any publisher who does not declare who they really are on a static web page.
A mention on a blog post does not count.
I'm not talking about making your business a great big "me-fest". I mean a simple page where real names of real people are shown. Whether it's the front page, or an "About" page (Clarkesworld, Pseudopod) or a "Contact Us" page (Asimov's) or "Masthead" (Apex) doesn't matter.1 It should be as easy to find the names of the owner and/or primary editor(s) as it is to find the submission guidelines or donation links.
Notice I said names. I'm not saying you have to expose everyone's e-mail address to the world, even though I do... though I'm going to be skeptical of a digital publication that can't figure out how to obfuscate the e-mail from spammers... because here's how to do it.
Regardless, one of the big changes in the marketplace is that anyone can throw up a website and claim they're a publisher. (Hell, I did.) I am not going to trust anyone who won't stand enough by their business to put their own name on it somewhere. Not with my stories, not with my money, not with my business.
1If you happen to be a publisher who somehow forgot to mention who you are, these are a bunch of good examples of different ways to do it.