Stand in front of your newsagency and count how many different marketing / promotion messages confront your shoppers. By different I mean different content, different core messages and or different look and feel.
If your newsagency is like a typical newsagency, there will be at least twenty different messages to customers. The messages will lack consistency in look and feel and lack consistency in value proposition.
These messages are not marketing your business as much as the products they are promoting.
A business like a newsagency should have no more than two (maybe three) core overall marketing messages confronting shoppers from the entrance to the middle of the store.
Provide a consistent, good, message and you;re more likely to see engagement.