SECTOR 2 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: 3.9 (2008 = 4.5) 2.3 Efforts are undertaken to increase the scope of circulation of the print media, particularly to rural communities. Newspaper circulation generally targets urban centres where there is a demand and the cost of distribution is low. Circulation to rural areas is usually marginal and at best irregular, curtailed by factors such as the high cost of production, poor road infrastructure, insecurity, and the unreliability of vendors. Within the past three years, some national newspapers have taken steps to print in different cities at the same time, so as to ease circulation. But panellists said this has had a minimal impact on rural markets. A few vendors take the trouble of carrying newspapers to remote corners of the country but it is a lame effort. Newspaper sales are generally low in urban centres and editors find rural areas even more unattractive. Preference is also given to those parts of the country that have been carved out as huge niches by advertisers. Many publishers have adopted a strategic marketing system in which hotels, airports, offices and shopping malls are the priority destination for newspapers. 22 AFRICAN MEDIA BAROMETER NIGERIA 2011