Retailers are celebrating the early fruits of a campaign urging newspaper publishers to maintain pro rata percentage news margins.

Last week the News of the World raised its cover price by 5p and said it would maintain pro rata terms.

The move comes just days after the National Federation of Retail Newsagents launched a campaign designed to help retailers stay in business.

The NFRN warned that shop owners could struggle with national newspapers that have a fixed printed cover price together with a fixed retail margin that is also determined by the publisher.

It called for retailers to be given a periodic 'pay rise' through pro rata term increases to offset increasing overheads.

Publishers that broke away from this approach would be named and shamed, the NFRN said.