You control how prospective customers see your business. This matters if you want to attract people who are not looking for what they think a newsagency is.
Your front window, social media posts, advertising (if you do any) … in fact, anything you write, say or do outside your business that can reflect on your business determines how people see your business.
If you are concerned people think of your business as traditional newsagency, you know you do not have your messaging right.