It's the end, but...

It's the end, but... was a comedic column by Nicholas Pegg which ran in Doctor Who Magazine from DWM 281 to DWM 340, always on the magazine's last page. It originated Pegg's DWM persona "The Watcher", which would remain a part of the magazine for almost two decades. The column took the place of The Life & Times of Jackie Jenkins and was replaced by the non-comedic Production Notes, with the magazine's next ongoing comedic feature being a revival of Matrix Data Bank several issues later. Under the editorship of Clayton Hickman, this column was occasionally replaced by Space-Time Telegraph.

It's the end, but... featured small quizzes in every instalment, with larger ones in December issues, establishing the annual feature The Watcher's Christmas Quiz.

In DWM 323 and DWM 324, the column published the short story The Susan Diaries.

The Watcher's Christmas Quiz would continue annually beyond this column. The Watcher persona later hosted a series of articles titled The Watcher's Guide to... and would once more feature in the monthly column Wotcha!.