Kent Eggins says he's a bit sore but not too shaken after three men targeted his Laurieton business in a robbery on Tuesday, July 9.
The morning started as an ordinary working day for Mr Eggins when he went to open the Laurieton newsagency on Bold Street at 5am.
Mr Eggins was collecting papers and bringing them inside the premises when he saw three men running from down the street.
The men allegedly pushed Mr Eggins inside and then used a metal iron bar to assault him.
"They smacked me to the head and across the back of the shoulders," Mr Eggins said.
"They wanted to keep me down."
The men allegedly kept assaulting Mr Eggins, despite him yelling at them throughout the ordeal.
The newsagency has been in Mr Eggins' family for 65 years.
He said he wasn't too shaken, as he has experienced a lot of different things in his lifetime.
Mr Eggins called the police after the three men fled the scene in a white Mitsubishi Magna with a large amount of cash from the premises.
Police established a crime scene in the early hours of the morning before the shop opened to customers.
Mr Eggins said the crime scene didn't stop determined local residents from going underneath the police tape to collect their newspapers.
Many of the community members have offered their condolences to staff as they pass to buy their lottery tickets, or pick up a magazine after the incident.
Police are appealing for the public's help to identify the three suspects.
They are described as having dark hair and dark bushy eyebrows. The men were wearing black clothing and they had their faces covered.
Anyone with information is urged to contact Port Macquarie Police Station on (02) 6583 0199 or to call Crime Stoppers on 1800 333 000.
Meanwhile on Friday, July 5 two Port Macquarie police officers were injured after a Fernhill Road industrial area raid and chase left their vehicles damaged and a man on the run.
A spokesperson from NSW Police said the Laurieton incident and the one in Port Macquarie are not linked.