If Business Week says so... then it must be so. According to the magazine, advertisers are all hot and bothered about getting their messages to you via Blogs. It has already started with basic advertising on high traffic Blogs and I've seen corporate-sponsored Blogs that tow said company's line throughout the content.
I guess it's true what they say: you can't believe everything you read on the Internet.
When I Blogged about Blogs a couple of eons ago (OK, a couple of months back), The Reality of The Blog, was it not clear that Blogs, like everything else online, would become (err, has become) just another quick and cheap publishing medium? That's fertile advertising ground.
Don't try to fight it. Just relax, sit back and let it happen.