2.11 State print media are not subsidized with tax payers’ money. ANALYSIS: This indicator is not applicable as there are no state print media in South Africa. A government publication, Vukuzenzele, explains basic access to services and is seen as mostly educational and therefore a legitimate government activity. SCORES: 2.12 N/A (2006=N/A) Government does not use its power over the placement of advertisements as a means to interfere with media content. ANALYSIS: In 2006, 5.8 % of the total adspend came from government – a small figure in percentage terms, but a huge one in actual money terms: an amount of 1165.6 million rand. There are, from time to time, vague threats from government to withdraw their custom if specific media publishers are seen to be too adversarial. After an in-depth and highly critical exposé on the health minister in 2007, the minister in the Presidency, Essop Pahad, intimated that government might no longer be prepared to advertise in the Sunday Times. Especially at regional and local levels, government officials seem to be exercising their power over the placement of advertisements unreasonably. There is, for example, a pending court case lodged by Grocotts Mail against the municipality in Grahamstown for boycotting the newspaper. SCORES: Individual scores: Average score: 2.13 1, 3, 3, 3, 2, 3, 3, 3, 3 2.7 (2006 = 1.4) The advertising market is large enough to maintain a diversity of media outlets. ANALYSIS: Total adspend in 2006 was R 20093.9 million – and the amount is growing. The bulk of this money, however, goes to the four print media conglomerates and to the South African Broadcasting Corporation (SABC) – thus cementing the oligopolistic character of the industry. There still appears to be a lack of understanding amongst advertising agencies of the importance and value of middle class and poorer markets. Advertisers have recently signed a transformation charter which should help spread the placement of advertising over a greater diversity of media. SCORES: Individual scores: Average score: 5, 4, 4, 5, 3, 3, 4, 3, 4 3.9 (2006 = 2.5) OVERALL SCORE FOR SECTOR 2: 3.9 So This Is Democracy? 2008 -208- (2006 = 3.3) Media Institute of Southern Africa