I use it to set up Never Miss reminders on the Sky website and to remove DVDs from my Lovefilm list that are about to be shown on the film channels. Then it goes in the bin.
whiskywheels:You can opt out of the magazine, which seems like a sensible idea if you never read it.
As far as I was aware, the magazine is part of the deal. It was priced at £2.50 but is "free" to Sky subscribers. They certainly will not reduce your subscription if you don't receive it.