It's brilliant really. You run a gossip rag and you've grown tired of seeing that same pinched-up face and those grainy flash of pussy photos. So what do you do? You announce that you aren't going to do it anymore. You wag the dog. You tell people that there is Paris Hilton fatigue out there in media consumer land and therefore you have purged her image and name from your magazine.
Your announcement gets picked up by the very news organization that had made a similar pledge a few months ago. (Cue the Alanis Morrisette please...) You get mentioned on the television programs covering her return to society. You get to brand your particular form of vapid "journalism" as being just that touch more high brow than the other celebrity magazines in the check out line.
So, for the cost of putting out a press release, you get the goodwill of all those people who are tired of the Uber-Tarts, you get coverage in other news outlets, and you don't have to pay the Pussy Flasher one thin dime. From a PR standpoint, it's a no brainer.
Beware, you'll notice one thing about the story. They never say this is a permanent thing. I'm sure the Heinous Heiress will be gracing the pages of US Weekly again sometime soon. But you have to love the depravity of getting essentially free publicity for not doing something.
Hell, Paris herself would be proud, she's been getting publicity for doing nothing for quite sometime now.