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The Times today reported that Desmond was prepared to offer up to £10m for the magazine, which has an ABC circulation of 150,069. The BBC refused to comment on the actual sale price, but sources said a good price was achieved.

The BBC put Eve up for sale in December, following the commercial review that earmarked a number of non-core BBC properties for disposal.

The substance of Desmond's complaint is believed to be that the BBC did not notify Northern & Shell of the auction, despite several enquiries, until a day before the sale was agreed. Emap, Hachette Fillipacchi UK and IPC Media are also believed to have been involved in the bidding process.

A BBC spokeswoman confirmed that the corporation had received a complaint and had responded to it. She said that the auction process was swift, but fair and rigorous, that the BBC contacted everybody who it thought would be interested within the same timeframe, and that the best offer was taken.

Desmond is frowned upon by many in the publishing industry for his involvement with adult entertainment. Northern & Shell owns the Fantasy Channel and previously owned more than 40 porn magazines until he sold them off last year as part of his failed bid for the Telegraph Group.

At the time of the sale to Haymarket, Peter Phippen, managing director of BBC Magazines, said: "Once the decision had been taken to sell, it was important for the future of the magazine and the staff that we completed a sale as quickly as possible. It was equally important to find a publisher who shares our belief in the aims of the magazine and who was keen to keep the team together."

When contacted by Brand Republic, a spokeswoman for Northern & Shell had no comment to make on the matter or on where The Times had got its story from.

Haymarket, a business-to-business and customer publisher, is diversifying into consumer magazines and intends to set up a new women's division with the purchase of Eve.

A Haymarket spokesman confirmed that the sale had closed and Eve staff have been transferred to Haymarket's payroll.

Northern & Shell is expected to launch a glossy women's fashion monthly, B Happy, on April 6 and plans to spend £10m over three years on it.

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