To do this, Sunset's shoved a cluttery travel-marketplace section from an upfront position to further back in the magazine-"it made selling Sunset to more upscale accounts challenging," says Lynch-and grouped all its departments together instead of splitting them into the front and back of the magazine. In a mildly Maxim-esque touch, a tab atop the cover will read "Home/Travel/Food/Garden/Life in the West" now appears, superseding its "The Magazine of Western Living" tagline. Just remind the Buzz not to make the mistake of asking VP-Editor in Chief Katie Tamony why not change the name to "Western Living," to better echo Time Inc.'s Southern Living powerhouse. "That's the reaction people in New York" have, she says. "People in the West really know Sunset." Our bad. Our bad.