The lovetech magazine will be available from mid July in the company's 10 stores and handed out in pre-promotion activities in the vicinity as a glossy 40-page handbag-sized 260x210mm edition.

A different format edition will also be produced which will go out as an insert with the London region editions of The Daily Telegraph.

Artisan will print the magazine, although details on the print run were not available, and it will also be available online.

Best Buy UK head of marketing communications Andrew Barclay said: "At the outset of this project, our vision was for the magazine to embody the personality, knowledge and sense of fun our Blueshirts and Geek Squad Agents have. It's also a great opportunity to further raise awareness of our brand and what we offer in the UK."

August Media managing director Mark Lonergan said that the work had been won in a competitive pitch. He described customer publishing as remaining "bouyant" despite the economic straitened times, particularly for SME agencies working with big brands he noted.

"In difficult times brands understand the meaningful engagement of customer publishing in print and online. If you want someone to change their buying habits, 20 or 30 minutes with a magazine is more effective than 20 or 30 seconds with a commercial," he said.