New President Appointed for Times Orange County Edition : Newspapers: Judith L. Sweeney will oversee the day-to-day operation of the business side of the edition.

The Los Angeles Times on Monday appointed a new president for the Orange County Edition.

Judith L. Sweeney, 36, is now a consultant with the management firm that has been working with the edition to develop marketing and promotion strategies. She was also appointed a vice president of The Times.

Sweeney will oversee day-to-day operation of the business side of the Orange County Edition, which is published in Costa Mesa. She fills a position that was vacated in August when Lawrence M. Higby was promoted to executive vice president of marketing for the entire newspaper.

On Monday, Higby was also appointed chairman of the Orange County Edition. He said he will continue to oversee the edition’s strategic marketing direction.

The changes take effect Feb. 16.

Sweeney joined the management consulting firm of McKinsey and Company Inc. in Los Angeles in 1986. The firm began working with the edition three years ago on what became known as the newspaper’s “faster format” design. Since those changes, the newspaper’s Orange County circulation has risen 17% daily and 38% on Sunday.

“Maintaining our momentum against the (Orange County) Register is probably our No. 1 priority,” Sweeney said.

“Orange County, from the L.A. Times’ perspective, is a very competitive market. The Register is a quality option, so that means our marketing is more of a challenge. Orange County is also unique from L.A. County. It’s a separate place with its own culture, and we have to reflect that in our product.”

Sweeney has also worked with The Times’ Valley Edition, as well as other media and consumer-products companies, in the areas of product and market strategy, marketing, product design and improving operations.

Before joining McKinsey, Sweeney held various positions, including vice president of marketing for the world banking division of Bank of America. She graduated with highest honors from Oregon State University and holds a master’s degree in business administration from Stanford University.