Media mammoth Hearst Group is buying UK consumer health site NetDoctor. Since launching in 2000, NetDoctor has become the leading private UK site for information on topics such as diet, erectile dysfunction, and bladder weakness. It claims 2m readers a month.

NetDoctor will be incorporated into Hearst's UK arm, the National Magazine Company.

Chief exec Duncan Edwards explained the move: "We have been watching the digital publishing sector very closely over the last few years and have now decided it is time to ramp up our activity. We intend to throw our full weight behind the development of a scale digital publishing business. NetDoctor is a very good business in a sector where consumer interest is only likely to grow."

The firm plans to cross-promote the site in its other media properties, which include lady-Bible Cosmopolitan and jock-porn Men's Health.

As financial details have not been disclosed, it's unknown if Hearst paid top whack for the online quack-shack. ®

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