via Lee Goldberg's blog, we have an example of an even more tangled situation.
It seems that mystery/horror-focussed Suspense Magazine started an epublisher Suspense Publishing ("...a place where authors can get their book published for far less than traditional self-publishing houses.")
They then review recommend books from Suspense Publishing in Suspense Magazine without any obvious disclaimer or statement that these are not independent entities. In fact this 'service' is part of the package: "Suspense Publishing will bring the power of Suspense Magazine to its authors."
Further to that, Suspense Publishing authors include some people who write the reviews for Suspense Magazine. And none of this is a grain of shame or awareness that such mutual back-scratching is very questionable from the point of view of the magazine's readers.