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Why is it called a “newsagent poster”?

Reporting of the Geoffrey Rush defamation action against Nationwide News (News Corp) regularly refers to a newsagent poster:

Mr Rush, 67, is suing the Telegraph‘s publisher Nationwide News for defamation over two news stories and a newsagent poster alleging “inappropriate behaviour” towards a female cast member during a 2015-16 production of King Lear. Mr Rush, who performed the lead role, has vehemently denied the claims.

While the poster in question was provided by News to newsagents, I’d not call it a newsagent poster as in the usual course of business it would have been provided to retail businesses that do not identify as newsagents.

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