Nine out of 10 retailers believe extensions to newspapers’ cut-off times should be banned, an NFRN poll shows.

The survey of 300 retailers was carried out after publishers agreed a localised extension of 45 minutes in Swansea and Newport following the Wales v Ireland Rugby Six Nations match earlier this month, with 92% saying extensions should not be allowed.

Brian Murphy, NFRN head of news, said: “We want circulation departments to take this on board and warn their editorial colleagues the evidence shows a requirement for newspapers to be printed earlier, not later.”

But publishers said extensions are important to protect the long-term sales of a title.

“It’s not all about getting decent sales on that morning,” said Paul Bacon, sales and marketing manager for the i.

“As an industry, we must make every effort to give the consumer what they want otherwise we can all expect long-term damage.”

But Neil Jagger, Trinity Mirror’s general manager and group newspaper sales director, said extensions are too frequent.

“Extensions should be for major events only, such as a General Election or sports events happening later due to time differences,” he said.