For Scotland's top newsagent, it's been an 18-year labour of love.
And not even the early-morning starts can dampen the enthusiasm of Jim Brown and his team.
The family-run paper shop – known to the town's kids as 'Wee Reds' because of its splash of colour – has been serving the customers of Prestwick for almost two decades.
And, after scooping the title of Scotland's best newsagent, they are now making the headlines rather then selling them.
Jim, 54, who runs the shop at the Cross with sister, Alison, said: "Good old-fashioned customer service is what does the trick.
"Down the years we've come to know the names of most customers who walk through the door – it's that kind of place.
"I've always been an early-morning person, so the idea of taking on a newsagent shop didn't phase me.
"Right enough, I didn't quite realise it would be 3am starts!
"But we're in here from 3.45am each morning and wouldn't have it any other way now.
"Winning the award has made it all worthwhile and is great recognition for all the staff and their hard work."
Jim, whose parents John and Pat have formed the backbone of the team down the years, employs four dedicated drivers who work the local beat from 5am.
He added: "A lot of people came on board during lockdown because they weren't able to pop in the shop and get their paper like usual.
"They've now got used to having their papers there with their breakfast in the morning so we've actually seen a rise in the number we're selling.
"A lot of people also come down to Prestwick to retire and it's the kind of traditional town where newspaper sales remain very strong."
Jim and his staff pulled in the votes from loyal customers to win the Ayrshire heat of the awards before waiting to be crowned Scottish champions as Covid postponed last year's grand final.
Jim said: "The loyalty of our customers means everything.
"Whenever I do give up it will be a sad day but the customers are what keep you going and I've certainly no plans to do that for a few years yet."
Sister Alison, 52, added: "It's definitely a tiring job because of the hours but all worth it.
"Being a family working in here has helped us and is part of our success.
"The customers brighten up your day and you get all ages through the door.
"Everybody miscalls the schoolkids but they're great – if you're good with them they are good with you – and we've never had one bit of bother in 18 years.
"Word of mouth helps us to stay as busy as we are and we're just so thrilled to win an award like this."
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