The study, led by Dr. Craig Garfield of the Evanston Northwestern Healthcare Research Institute in Illinois and Dr. Paul Chung of the medical school at the University of California at Los Angeles, compared the number of liquor ads in 35 magazines.

The researchers found that magazines that were popular with teenagers, such as Rolling Stone, Sports Illustrated, and People, contain more liquor and beer ads than other magazines. For every 1 million more readers ages 12 to 19 a magazine had, there were 60 percent more beer and liquor ads.

"We're not in any way trying to suggest that they are doing this intentionally. It simply may be worth it for them to look a little more closely at their advertising strategies," said Chung.

In response to the study's findings, the Distilled Spirits Council of the United States, a major trade association, said its members are "strongly committed to responsible marketing and advertising policies directed to adults."

The study is published in the May 14 issue of the Journal of the American Medical Association.

Garfield, C., Chung, P., & Rathouz, P. (2003) Alcohol Advertising in Magazines and Adolescent Readership. JAMA, 289: 2424-2429.

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