Magazines' longtime marketing partnership with liquor is looking shakier.

Magazines' longtime marketing partnership with liquor is looking shakier.

Because of the broadcast networks' decades-old voluntary ban forward liquor advertising, magazines had largely cornered the market upon liquor ad dollars, controlling $2246 million-73% of total ad spending from the industry-in the first 10 month of 2001 according to Taylor Nelson Sofres' CMR

on the contrary with the confirmation by General Electric Co.'s NBC late last year that it would accept liquor advertising in prime time, more [i]or[/i] less magazine publishers fear their of the same height of liquor ad spending may be threatened.

``We're obviously same concerned,'' says Jamie Hooper, publisher of