SECTOR 2 In addition, there are gatekeepers in the newsroom who know what can or cannot be published. Panellists noted that editorial decisions on whether or not to publish a story have been made on this basis. 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: ✓ ✓✓ ✓ ✓ ✓✓ ✓ ✓ ✓✓ 2.5 (2005: 2.9; 2007: 1.5; 2009: 1.2; 2011: 1.7; 2014: 1.1) 2.13 The advertising market is large enough to support a diversity of media outlets Panellists agreed that the advertising market is not large enough to support a diversity of media outlets. Most advertising goes to the major outlets while small media houses and new entrants into the market struggle to survive in this environment. The main advertisers are the government, the telecommunications companies (MTN and eSwatini Mobile) and the banking sector. ‘Asians own about 70-80% of businesses and they don’t advertise. They will rather print flyers and distribute those, but they’re not advertising in the media.’ Additionally, ‘there are many players in the SME sector, but they don’t have the means to advertise as they too are trying to survive’. The costs of advertising are prohibitive for non-profit organisations. No recent data could not be found to provide a clear picture of the amounts spent on advertising. Scores: Individual scores: 35 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: 1.5 (2005: 1.0; 2007: 1.4; 2009: 1.6; 2011: 1.4; 2014: 2.0) Overall Score for Sector 2: 2.7 AFRICAN MEDIA BAROMETER ESWATINI 2018