On the edit side, gone are the executive director, creative director, Web director, entertainment editor and fashion editor, according to one Condé insider. One editor making her way over to Self will be Suzanne D'Amato, executive editor of Time Inc.'s People StyleWatch, who replaces Isabel Burton.
On the business side, Murcko will be replacing the associate pubishers for sales and marketing.
The rapid changeover comes as Chang attempts to refocus the magazine, shifting the focus away from being largely about fitness to that of a more holistic, well-rounded approach to a women's life. Topics including wellness, health, work and relationships will play a more prominent role in the mix.
The 1.5 million-circ Self has struggled of late, with newsstand sales off 10 percent in the second half of last year and ad pages down 5.7 percent for full-year 2013. By comparison, rival Rodale's Women’s Health saw ad pages jump 28 percent last year while AMI's Shape grew 11.2 percent. Earlier this month, both editor Lucy Danziger and publisher Laura McEwen left the company.