ABSORBINE RUNS IN FAMILY FOR YOUNG'S VP-MARKETING: GEN XER DEVINE WANTS LONGTIME BRAND TO APPEAL TO YOUNGER DEMOGRAPHIC.

As w.f. young inc. readies for the 21st century, the company's marketing efforts will be led by someone directly linked to its 19th century beginnings.

Young's VP-marketing, Jaime Devine, is the great-great-granddaughter of founders Wilbur F. and Mary Ida Young, who started selling the forerunner to the company's flagship product, Absorbine Jr., as a horse liniment in 1892. She was boosted last month from director of marketing.

Well-known through its jingles used in TV advertising in the 1960s through the early 1980s, Absorbine Jr. is a household name among many consumers age 50 and older. Generation Xer Ms. Devine, 29, wants to keep them interested in the …