After an acquisition, some staff turnover is expected. But when that acquisition also means moving the brand halfway across the country, you’d better be ready to do some significant rebuilding of personnel.

This rings especially true when a magazine relocates from, say, New York to Wisconsin—as happened with Discover magazine after Waukesha-based Kalmbach bought it.

Privately-owned Kalmbach, an enthusiast, craft and hobbyist publisher with titles such as Astronomy, Model Railroader and Cabin Life, among others, picked up Discover two years ago from private equity backers WallerSutton and Sandler Capital Management. At the time, Discover had revenues of about $14 million.

Less than a year later, Kalmbach outsourced the sales operation to James G. Elliott, Co., a partnership that’s still in place.

Which left the edit team (production and back office operations were already set up in Waukesha) still in New York.

In August this year the company finally announced that it was closing the editorial offices and moving operations to Wisconsin. At the time, about 20 edit and design staff were faced with the decision on whether to move.

All opted out—except former editor-in-chief Corey S. Powell, who was with the brand for 15 years and will continue as editor-at-large and columnist, and executive editor Pamela Weintraub, who remains in a consultative role.

Today, Discover announced a completely rebuilt edit and design team. The magazine has hired 13 new staff members.

The magazine’s new editor-in-chief is Stephen George, who was last with Reader’s Digest at the Greendale, Wisconsin branch as its executive editor in the book and special publication group.

Former managing editor of Kalmbach’s Trains magazine will take the same title at Discover.

From there, two senior editors, a photo editor, four associate editors, a senior graphic designer, staff writer, editorial assistant and copy editor have also come on board.

Still open is a design director spot, says vice president-editorial and publisher Kevin Keefe.