In a twist worthy of a real-life story itself, disgruntled Love It! staff have joined Burda's Full House, a company accused of being in a similar state of chaos just over a month ago.
Two more staff members have exited Love It! this month, taking the total departures to nine since its launch in February, with former staff blaming the management style at News Magazines for the exodus.
Love It!'s chief sub-editor Sarah Davies and deputy chief sub Amy Kelman are now set to join former deputy editor Samm Taylor and excommissioning editor Sally Windsor at Full House where Taylor has been confirmed acting editor and Windsor deputy features editor.
Full House, the first launch by German giant Burda in the UK, has also experienced a series of staff departures amid complaints about the management style at the title.
When Burda bought Essential Publishing, with managing director Luke Patten taking over the running of all titles, 15 staff were put on notice and no replacement was put in place after editor Carl Styant left Full House.
Patten said of the new appointments: "It's good news for us.
"They all bring a lot of experience to the roles and we're pleased to be able to offer them these positions. It's a testament to the magazine going forward that they've chosen to come work for us."
He confirmed that Full House would post ABCs figures and said: "We have positive expectations for the ABCs, we're not fearing them."
Full House posted its first ABC of 235,787 in January this year.
Love It! was launched in February as the first foray into stand-alone magazine publishing from News Magazines, an offshoot of News International, which publishes The Sun, News of the World and The Times.
News Magazines also confirmed that Love It! would be posting its first ABCs figures, which a spokeswoman said, "it expects to exceed circulation targets [of 400,000] guaranteed at launch".
The other new title in the real-life weeklies sector, Natmags' Real People, also confirmed it would be posting an ABC figure.