Consumers don't trust blogs?

There is an interesting article in BrandWeek which finds that, as advertisers begin flocking to blogs and other online forums, new research suggests that consumers don't trust these outlets.

Of course then, why are so many consumers going to these sites?

While consumers might not buy into what these blogs have to say - at least not fully - they are still interested. Perhaps, advertising on such sites might not lead to pay-per-click sales, but these sites still seem to provide branding opportunities, minimally.