The statement regarding liquor advertising in Monday's magazine column in the Style section should have read: Liquor companies spent $118 million on magazine advertising last year. Scotch ads alone accounting for $25 million."

The summer issue of CoEvolution Quarterly, successor to the hip consciousness of the Whole Earth Catalog, plunges into the issue of sanity - or lack thereof. Commitment officer Chip Baker, of the Grays Harbor/Pacific Counties Community Mental Health Clinic in Washington state, documents a "typical weekend" in "I Decide Who Goes to the Mental Hospital":

"Driving through the rain toward home I thank the Great Whoever that this investigation was easy. I'm tired and some decisions come harder than others. Sometimes I have no doubt that were I to let the person that I'm evaluating back on the street he would drink some Drano or set his house on fire with himself inside."

There is, of course, the proverbial other side to this, examined by Dr. Thomas Szasz, author of "The Myth of Mental Illness." In a conversation with California's Zen Governor Jerry Brown and psychiatrist Lou Simpson, titled "Nobody Should Go to the Mental Hospital," we encounter dialogue like the following:

"Simpson: There's no question that some mental illness is a career.

"Szasz: There is no mental illness. You have not demonstrated that this woman you have described is anything but a troublesome human being. In what way is she ill? The fact the chemicals change her doesn't prove anything. Martinis change you, too. It doesn't mean that before the martini you were ill. But this is the logic of modern psychiatry. You take somebody; you give them a drug; they act differently; therefore they were sick.

"Brown: Before you have your three-martini lunch you're crazy, and then you're sane?

"Szasz: Yes. That is the logic of lithium. And of thorazine . . ." Next: Cloned Cows?

We are days away from the first cloned mouse, Fortune magazine reports in perhaps the best general article yet on the controversial topic of nonsexual reproduction. The June 19 piece by Gene Bylinsky tells of successfully cloned albino frogs and says cloned cows may be upon us by 1980.

Why so much interest in, say, cloned cows?

"I could wipe out all of Yale's deficits with the valuable (breeding) bulls raised from the embryos I could produce in one weekend," Yale biologist Clement Markert says in the article.

The reverse of this is what Bylinsky calls the Spanish-galleon paradox: A diver discovers a sunken ship full of rare coins, but suddenly there are so many identical coins available that they lose their value.

Of course there is that great chest nut of a question: What about cloned Einsteins?

Research, Bylinsky points out, suggests that donor and clone, being as genetically alike as identical twins, would resemble each other very closely, aside from the difference in age. Even if this proved to be so, however, a clone of a great man might not be able to match the donor in achievements. Times change. If greatness, in addition to genetic endowment, is also a matter of being the right person in the right place at the right time, then it might be exceedingly difficult to produce new geniuses from old. One scientist suggests that we could find ourselves 'saddled with groups of Xeroxed has-beens.'" Shutterbug Chic

Alan Bennett, who is 31 and not a photographer, spent two years doing market research and decided that America needed a new photography magazine. Bennett raised $1.2 millions geared up to produce and in January made an initial mailing to 1 million known and suspected photographers. Of them 85,000 mailed back $12 to 2565, Boulder, Colo. 80321. Last month the debut issue of American Photographer was also bought by 40,000 newstand browsers.

"We're aiming at the advanced amateur and professional," Bennett said, "the guy who knows his technique and is interested in the creative side."

American Photographer is slick, good and expensive. Its big competitor, Popular Photography, is only $6 for a subscription, and a single copy of American Photographer costs a hefty $1.75. Its printing is vastly superior to any of the other mass-market photo mags, and the July issue includes a surprisingly thorough section on underwater photography. Hustler in Eden

As promised by creator Larry Flynt, the Lord has descended upon born-again Hustler magazine in the July issue.

"What poor, sick, twisted, guilt-ridden neurotic mind first conjured up a sexless Garden of Eden?" ask Eberhard and Phyllis Kronhausen in an introduction to "Genesis: The Fall From Innocence," a nine-page series of paintings that has Adam and Eve sampling a variety of earthly delights. (And in true religious style, a coupon portfolio of the images with an introduction signed by Larry Flynt for $675 or $1125, printed on paper or canvas respectively.

"This is a step in the direction that we'd like to finally go in," said Hustler President Althea Flynt. "Most people think that when Larry found God we'd become Bible-toting. Well, actually, somebody has to show the world that sexual compatibility goes hand in hand with religion. We're still going to be a sexual publication. We think there's nothing wrong with sex and the human body. God approves of that."

Meanwhile, Larry Flynt has resumed his duties as publisher. Last week Althea Flynt axed publisher Paul Krassner, creator of the outrageous '60s-spawned humor and satire rag, The Realist. Flynt had invited Krassner to a Christmas party last year and announced that without Krassner's knowledge that he was making the former Yippie the publisher of Hustler at a salary of $90,000.

"It happened so crazy that it had to end just as crazy," Krassner said. "Althea said that people were calling and writing in and saying that they didn't want anybody but Larry on the masthead as publisher. He did create that magazine, and I can understand that attitude." Mogulmania

Out in Hollywood, enough people managed to read a New West Magazine piece to send the townsfolk reaching for their Valium. Maureen Orth's "After Begelman: The Whiz Kids Take Over" appeared in both New West and New York magazines on June 12, and chronicled the rise to power of a score of 30ish tycoons who have begun to run the major movie studios. Orth dubbed them "baby moguls," and painted a few of their lives in rather monomaniacal strokes: These guys may know how to negotiate location deals, but can they even boil an egg?

Orth should know, because one of the baby moguls Thom Mount, is her boy friend. Executive vice president in charge of production at Universal, 29-year-old Mount is slated to handle 25 films next year - this after being as SDer, a SoHo artist and a correspondent for the Liberation News Service.

"When I started doing this piece I wasn't involved with him," said Orth, summing up the age-old journalist's nightmare. "I'm not happy about it.It made me feel very uncomfortable. I tried to acknowledge it up front. I said in the story he was my date, but it got changed to 'I had come to Filmex with . . .' I went to my editors and said, 'What am I going to do?' I wound up bending over backwards to keep him out of the story as much as possible, even though he has much more power than anyone else in the piece." Sporadically Speaking . . .

The summer issue of The Real World ($4 for four issues, published sporadically at 29 West 10 St. New York, N.Y. 10011 has such diverse articles as "Subordinating Teaching to Learning" by Caleb Gattegno PhD ("In 1942, at the moment of danger presented by Rommel's threat to the Middle East, I read the Bhagavad-Gita.") "My Last Days in the Peace Corps" ("In February of 1971 I was bored as hell peddling cable TV subscriptions in San Francisco.") an interview with French master chef Paul Bocuse and "The Others Five of Dan Okrent's 10 Best Duck-in-Bar Jokes."

The Real World calls itself "the only magazine we know of that's put out by people who don't have to put out a magazine. And that seems to take the pressure off the editors, the writers, and the readers." The Joy of Rock

Rock fans who think Rolling Stone has all but abandoned rock 'n' roll - particularly the British variety - can find new joy in the Trouser Press (10 for 10 issues from 147 W. 42 St., New York, N.Y. 10036), a spunky slick that brings the rollicking, irreverent style of old rack journalism. Particularly god are the long Q&A interviews by managing editor Dave Schulps like the one in the June issues with former Rolling Stones producer Andrew Loog Oldham.

"TP: How much did you have to manipulate the Stones image-wise?

"ALO: You've got to be stupid if you're standing there among a bunch of journalists and you realize something is wrong and that is that they think that looking at the Rolling Stones they are really looking at a pretty scuzzy bunch. Now, there's no way you can change that so you might as well play it up." A Panthers Tale

The July 10 New Times offers a 14,000-word look at the Black Panthers and alleges violent crimes - most of them against other blacks and seemingly without political motivation. It is written by free-lancer Kate Coleman. Bits and Pieces

The August New Dawn snuggles "A Young Women's Guide To Drugs" - complete with color photos of hundreds of pills - right between an article on keeping your legs lookng good and a fashion spread on summer dresses . . . Your Place, perhaps better titled Your Place or Mine, offers August readers a piece on Great One Night Stands . . . The current Outside demonstrates that some rock 'n' rollers know about more than just rock 'n' roll: a rollicking piece on Antigua Sailing Week by Jimmy Buffett. With Buffett on the cover, Outside gets to look more and more like parent Rolling Stone, perhaps to boost in cofferchoking circulation figures . . .

Meanwhile, Rolling Stone team Ralph Steadman and Hunter S. Thompson went to Lexington, Ky., to check out the first post-presidential public appearance of Richard Nixon . . . July's Art in America is devoted to the arts in Washington.

Two handy issues of New York magazine recently: June 19 offers a pull-out guide to what's open all night in the Big A, while July 3 rates that city's 35 top hotels (Cole Porter's piano is available in the highest-priced room: the Royal Suite at the Waldorf Towers, $1,100 a day) . . . Another news magazine, Inspiration, $1.95 on newsstands, has this advice from evanqeglist Jerry Falwell:

"Who ruins children? The erosion begins with parents, and the finishing touch is applied by the pornographer, the homosexual, the dope pusher and those who hate godliness and purity" . . . Having whipped Horticulture into the best of the general gardening magazines, editor Paul Tractman was dimissed over disagreements about advertising with his publishers, the Massachusetts Horticultural Society. The first (July) issue without Tractman still looks excellent, while the deposed editor himself appears with a pleasant story on the reopening of the Bronx Botanical Garden's Crystal Palace in the July Smithsonian.

Forbes for July 10 includes an excellent business look at the $3-billion-a-year record industry, as well as a consumer guide to purchasing limited edition lithographs . . . Liquor companies spent $118 million on magazine advertising last week, Scotch ads alone accounting for $25 million . . . Laraine Newman says that the success secret of NBC's "Saturday Night Live" - of which she is a part - is that many of the actors, writers and studio technicians are stoned while they're working. In the July High Times . . .

Washingtonian magazine has offered to raise $18,500 to build a quartermile jogging track on the White House South Lawn . . . "Passages" author Gail Sheehy has a survey form in the current Esquire and Redbook, designed to determine what "young men and women want out of life." Eventually the responses to questions like "What was your original dream?" will become Ms. Sheehy's new book. Some dream.