I think it's a different way of looking at liquor advertising.

Without consulting either Congress or his fellow commissioners, he told reporters that he thought liquor advertising should perhaps be banned from television.

That may be the largest budget devoted to a single brand since liquor advertising began appearing on television last year.

The national television networks - including most cable networks - continue to ban liquor advertising.

Last year, liquor advertising on television and radio totaled some $18 million, up from virtually nothing in 1995.

Discus said most of the 2,000 broadcast outlets that had accepted liquor advertising since the ban was dropped four years ago were radio stations.

But marketers say the American public will accept the idea of liquor advertising as long as it is done responsibly.

Beer, wine and liquor advertising is the smallest category, at around 6 percent.

He said that liquor advertising accounted for "maybe one-tenth of 1 percent" of revenues.

As a result, the November issue had no liquor advertising.