At first listen, the plan seems borderline delusional. After all, asking buyers and planners to forsake must-buys like The New York Times and Newsday in favor of shopping circulars is the kind of request that gets salespeople escorted out of the building by security guards. But two of Tri- State's marketing minions, advertising director Stacie Boering and media consultant Don Andrews, argue their case persuasively.

The company has unearthed the story of M. W. Heron, a bartender in New Orleans who created Southern Comfort in 1874. Brown-Forman is betting that Heron will help consumers develop a greater connection with the brand. The goal is to parlay consumer interest into an increase in sales and a national campaign for Southern Comfort, which Brown-Forman has brought to television for the first time.

Smokers will still find Winston and Doral cigarettes on store shelves across the country. They just won't be seeing them much anywhere else. As part of a huge effort to cut costs that includes the layoffs of 2,600 workers, R. J. Reynolds Tobacco Holdings said yesterday that it would jettison advertising and promotion efforts for the once-popular brands.