Dawson News says retailers will benefit from its decision to join the magazines promotions scheme Premier Club, which is managed by Smiths News.
Dawson News customers currently using the Menzies-managed Superleague scheme will transfer to Premier Club from January 1, 2007. The offer will also be extended to more independents supplied by Dawsons.
Dawson bosses believe the move, which is expected to affect at least 800 newsagents, will allow its members to participate in more frequent and stronger promotions. The deal is likely to lead to Premier Club overtaking Superleague as the biggest UK promotions club, with more than 3,000 members.
Dawson News managing director John Townley said: "We are delighted to be working with Premier Club, which we believe will be of great benefit to our retail customers."
Dawson News retailer Richard Inglis, who runs a Spar store in Southampton, said he was looking forward to joining. He said: "Although we haven't had any major problems with Superleague, I wouldn't say it had impacted hugely on the business."
Smiths News chief executive, Mark Cashmore added: "The addition of Dawson News customers will make Premier Club an even more powerful promotional tool."