MEDIA AND MARKETING : Uncovering Magazine’s Bluff About Featuring Society Editor in the Buff

Orange Coast magazine promised that its January issue would depict a local personality with clothes off. But those who considered that a promise of nudity were too hasty, said the magazine’s publisher, Ruth Ko.

The new issue shows Carol Humphreys, society editor for the Orange County Register, with clothes off--but bathing suit on. In an accompanying article, Humphreys discusses such weighty topics as her favorite time of day. (It’s sunset.)

Ko said the feature is an attempt to highlight people’s sensuous--and not necessarily sexual--facets. “There are enough photos of Marion Bergeson or Kathryn Thompson behind a desk,” she said.

Said Humphreys: “I had to think about it first; but it was fun, and I thought it was tastefully done.”

Who’s up for February? Ko is not saying. You’ll have to buy the magazine, she said, which is exactly the point.