SECTOR 2 There is also a culture of fear among private companies who are afraid of advertising in papers that seem antagonistic to government policies, and this problem needs to be addressed. Additionally, state-owned media also refuse to publish ads that seem antagonistic to government. 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: 3.0 (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. The advertising market is estimated at approximately K9 million (US$ 1,608,120). The biggest advertisers in this market include mobile telecommunications operators, the banks, and the mines, “so different media houses are fighting for the same source” of revenue. This market is not large enough to support a diversity of media. “You have to compete for the limited resources from the big advertisers.” Furthermore, the advertising budgets of these companies are often directed at mainstream media, and that “smaller outfits suffer and can’t sustain themselves”. Information on the specific breakdown of adspend is unavailable, as there are no auditing bureaus with systems to monitor the placement of ads and the amount spent by advertisers. Advertising is placed through advertising agencies, which “have adequate information to advise their clients on where best to place their ads in terms of reach, placement, etc. But it remains with the advertisers themselves to make a choice”. Transparency is also an important issue in the placement of advertisements, and there have been allegations of media houses having to pay advertising agencies to get their clients to advertise. A recent report for the United Kingdom’s Department for International Development (DFID) explored this problem. 44 AFRICAN MEDIA BAROMETER ZAMBIA 2013