January 2001: Hello!, launched by Eduardo Sanchez Junco in 1988 as a sister title to his Spanish Hola!, has it relatively easy. But the relaunch of OK! as a weekly rival in 1996 triggers a battle. In 2001, the editor, Maggie Kuomi, is replaced by the ex-News of the World editor Phil Hall.
April 2002: But Hall's tenure is shortlived. He leaves to become the managing director of the Press Association's contract publishing division -although he promises to offer advice on a consultancy basis to Hello!'s new editor. Who turns out to be Maria Trkulja - a former deputy editor of IPC's celebrity title, Now and the launch editor of femail.co.uk.
March 2003: Unfortunately, Trkulja doesn't last long either. She departs in the wake of a High Court action brought by Catherine Zeta-Jones and Michael Douglas, who had sued for £500,000 damages from Hello! after it published unauthorised pictures of their wedding. The pair had signed an exclusive deal with OK!.
February 2005: Sanchez Junco decides not to replace Trkulja, and taking up the editorial reins himself becomes the editor-in-chief. Hellomagazine.com builds a steady audience and wins industry awards but the biggest move is changing the magazine's publication day from Tuesday to Friday.
June 2009: This startling innovation didn't last long and the magazine had quietly reverted to a Tuesday schedule. But Hello! is clearly not scared to take this on again - and, in a move hailed by the publishing director, Charlotte Stockting, as a change that "is set to completely rock the weekly magazine market", publication day is shifted from Tuesday to Monday.
Fast forward ...
December 2009: When Hello! convenes a Friday morning press conference (postponed at the last minute from its Thursday evening slot), the rumour is that it has the celebrity scoop to top all celebrity scoops. Or that a minor royal has become the editor. But the news is that Hello!'s publication day is to be moved to Wednesday in a change to accentuate its positioning as a "forward-thinking, upmarket society publication".