SECTOR 2 2.11 The advertising market is large enough to maintain a diversity of media outlets. Analysis: The advertising market appears large enough to sustain the mainstream media that is currently operational – i.e. mostly urban-based and English. However, the collapse of the Setswana newspaper, Mokgosi, in 2005 is a clear indication that the advertising market in Botswana is not large enough to maintain a real diversity of media outlets (see indicator 2.1). As mentioned in indicator 2.10, any media deemed to be anti-government will struggle to survive. Also, since 2003 when the Daily Mail began to source advertising and undercut market rates, private publishers have been struggling to stay afloat. Scores: Individual scores: 1 Country does not meet indicator 2 Country minimally meets aspects of the indicator. 3 Country meets many aspects of indicator but progress may be too recent to judge. 4 Country meets most aspects of indicator. 5 Country meets all aspects of the indicator and has been doing so over time. Average score: 1.3 (2005 = 3.0; 2007 = 3.8) Overall score for sector 2: 1.6 (2005 = 2.0; 2007 = 2.4) AFRICAN MEDIA BAROMETER BOTSWANA 2009 39