Most independently owned retail businesses do not have a marketing budget, an amount they spend promoting the business outside the business. My rule of thumb marketing budget advice for a retail business like a newsagency is at least 2% of revenue where revenue is product sales revenue plus commission from all agency lines.
A newsagency with, say, revenue of $500,000, the suggested marketing budget would be $10,000 spent over the year on out of business advertising and marketing. This amount should not include banner group fees or association fees. It would include print ads, flyers, local radio, local TV, facebook and other special media ads.
Setting a budget is important as it guides your weekly activity. The $10,000 plays out at $192.30 a week. There is plenty you can do with that. The key is to measure success from each spend, to ensure the business is benefiting.