This speaks to the power of recommendations from friends — and the social networks (Facebook, twitter, and more and more Pinterest) have that nailed. If you aren’t good, people won’t talk about you — and that is deadly these days more than ever. In other words, ads suck and the people you trust don’t.
Consumer Trust in Online, Social and Mobile Advertising Grows | Nielsen Wire
When it comes to traditional, paid media, while nearly half of consumers around the world say they trust television (47%), magazine (47%) and newspaper ads (46%), confidence declined by 24 percent, 20 percent and 25 percent, respectively, between 2009 and 2011.