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: 2.3 (2013:3.0; 2011:1.5; 2009:1.9; 2007:3.1; 2005:2.0) 2.13 The advertising market is large enough to support a diversity of media outlets. To effectively support a diversity of media outlets the advertising market is perceived by some as not being ‘large enough’. Though there is a growth of media houses in Zambia, some “strongly suspect that the growth of the media has been dependent on the support they received from the government.” Large businesses may ‘pump’ big amounts of money through advertisements into one or several media house(s) when they have an upcoming event or promotion that they want to advertise widely. This advertising money spent will likely influence the news coverage and editorial content of those media houses. Other multinational corporations, e.g. Mobile Telephone Network (MTN) and Air Telecommunications (Airtel), may (attempt to) influence media coverage by threatening to or actually suspending or cancelling advertisements with a media house as a reaction to negative coverage. Corporate influence can go as far as leading to advertising agencies and printing companies refusing to take on a job because the requested advert projects a large corporation in a negative manner. Out of fear of losing future business with the targeted company, advertisements will not be run. On the other hand, cases have occurred where businesses have been questioned by the government about their motives of, seemingly, “targeting a specific media house” when it comes to placing their advertisements. Total advertising expenditure in Zambia is estimated at K8.5 million (US$ 856,000.00) per month. Since the closure of The Post, the Zambia Daily Mail is receiving 60 percent of advertising spending in print media. 42 AFRICAN MEDIA BAROMETER ZAMBIA 2017