SECTOR 2 2.10 Government does not use its power over the placement of advertisements as a means to interfere with editorial content. In 1998, the advertising market was worth 4 billion CFA (about €6,106 870) at present it has reached 6 billion (€9.1 million). For private advertisement, an advertisement contract with any media depends on the latter’s sales capacity. As to State advertisement, the panel is unanimous: the State does not in any way benefit from its power of allocating advertising contracts in order to apply pressure on editorial content. The panellists in fact pointed out that State adverts were also run in opposition newspapers. This assessment was quite different previously and the panel welcomed these developments, considering it as very positive. Scores: Individual scores: 1 Country does not meet indicator 2 Country meets only a few aspects of indicator 3 Country meets some aspects of indicator 4 Country meets most aspects of indicator 5 Country meets all aspects of the indicator Average score: 4.4 (2009: 4.8) 2.11 The advertising market is large enough to support a diversity of media outlets. Generally,a newspaper reserves 40% advertising space proportionally to 60% of editorial space. Sales remain the main source of revenue for media houses except for Fraternité Matin, which dedicates a very significant part of its space to legal advertisements. The governing body of this sector is the High Council on Advertising. The biggest advertisers are the five companies that divide the mobile phone market amongst each other, including Orange and MTN. The State trails far behind these private companies on this market. 90 AFRICAN MEDIA BAROMETER COTE D’IVOIRE 2012