It extends a close relationship between the two publishers, who chase broadly the same mid-market female audience and share a common enemy in Richard Desmond’s Northern & Shell which owns the Daily Express and OK. DMGT’s distribution arm Advantage took over the delivery of Hello in May.

Hellomagazine.com launched a series a readers’ blogs last September and updated with a series of image galleries a month later. Sales were previously run in-house but, unlike similar ad out-sourcing deals across the industry, Hello says this one won’t cause any job losses.