B&Q has ditched its customer magazine as it ploughs more of its marketing spend into TV advertising.

The final issue of the magazine, which is called Inspired Living, was published last month. It is understood that the quarterly magazine was considered successful as it drove footfall and increased sales, but B&Q took the decision to move spend to TV.

B&Q marketing and customer proposition director Jo Kenrick said positioning B&Q alongside quality property programming will encourage customer re-evaluation of the brand.

“We have decided to stop the production of our customer magazine to enable us to invest in our recently announced sponsorship of 4Homes, Channel 4’s property strand,” Kenrick said.

“This sponsorship starts from January 1 and will be one of our biggest ever TV sponsorship deals, which we are very excited about.”
She added that B&Q will continue to communicate directly with its customers through a variety of channels, including its in-store brochures.