SECTOR 2 2.10 Government does not use its power over the placement of advertisements as a means to interfere with editorial content. Panellists gave examples of individual government departments threatening to withdraw advertising from newspapers following the papers’ critical coverage of the departments concerned. “We may be about to face a problem from the Uganda Revenue Authority because we published an article that was critical.” The Prime Minister’s office has also threatened to withdraw its advertising. Meanwhile, a directive was issued to all government departments requiring them to submit their adverts to the National Media Centre for vetting prior to them being placed in the media. “We feared that this might result in selective placement.” “A lot of media owners, especially small media houses, are afraid of antagonising government and losing advertising. And some companies fear to put adverts with media houses that government continuously attacks.” 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: 3.3 (2010: 2.2; 2007: 2.0) 2.11 The advertising market is large enough to support a diversity of media outlets. Panellists felt the advertising market is very small, and the rates charged for advertising are relatively high. “The cost of advertising in New Vision goes up every year, and all the other media follow suit.” A full-page advert in New Vision costs around UGX 7m (USD 2800). A poor rural district council with a total budget of UGX 2 billion (USD80 000) may take out advertising in an attempt to highlight its work. “I wonder if there is value for money in that?” AFRICAN MEDIA BAROMETER UGANDA 2012 41