government contractor was reportedly warned against continuing advertising in an unnamed independent newspaper that government or its officials were unhappy with. The contractor heeded the warning so as not to endanger his business interests with government. At the University of Zambia’s radio station, a sponsor withdrew sponsorship of a programme because it was perceived to be critical of government. The programme has however continued without the sponsor. Other radio programmes such as a talk show on Radio Phoenix only survive because of independent sponsorships from organisations such as MISA. There may be no clear guidelines on the matter and officials may just be using their judgement - or lack of it - to discourage those they do business with from being seen to give support to publications critical of government. In the case of The Post newspaper government has no choice but to place its ads (e.g. tenders) there because of the daily’s reach and circulation. SCORES: Individual scores: Average score: 1, 5, 4, 4, 2, 4, 3, 3, 3, 2 3.1 (2005 = 2.0) 2.13 The advertising market is large enough to maintain a diversity of media outlets. ANALYSIS: Despite the general economic malaise in the country, the advertising market seems to be large enough to support the existing number of media houses. Overall adspend has even grown with the emergence of new financially strong mining companies, new supermarket chains and cell phone providers. Community radio stations especially in the rural parts of the country have a problem with attracting enough advertising depending on their location and the level of business activities in their areas. Most rural businessmen consider it prestigious to advertise and do so to be seen to be ahead of their competitors or successful in their endeavour. SCORES: Individual scores: Average score: 5, 5, 4, 4, 4, 5, 5, 4, 4, 4 4.4. (2005 = 2.5) Overall score for sector 2: So This Is Democracy? 2007 2.8 (2005 = 2.3) -261- Media Institute of Southern Africa