On the other side of the transaction, the cable networks have policies for selling to liquor marketers that are intended to address the critics' concerns.

As pleased as the liquor marketers are with their progress, the broadcast networks remain alluring.

Ms. Garry said Glaad was not concerned about "criticism of corporate sponsorship" of its work, especially when the contributions come from liquor marketers like Seagram.

Several liquor marketers are assigning accounts.

The release of the report is indicative of the additional measures that liquor marketers are taking voluntarily to address growing criticism.

The recent decision by liquor marketers to begin advertising on television and radio "boded well" for stimulating future growth, the newsletter said.

He said the Government still had a number of prohibitions against the types of claims liquor marketers can make.

Mr. Frank, a longtime liquor marketer, said in a statement, "One cannot avoid having mixed feelings on the sale of such a great brand."

By comparison, liquor marketers spent $227.6 million to advertise in 1995 in print and outdoor media.

Decades-long bans on liquor commercials recently ended in all three countries, though liquor marketers have so far only made limited forays onto American broadcast and cable networks.