SECTOR 2 2.3 Efforts are undertaken to increase the scope of circulation of the print media, particularly to rural communities. “The cost of producing newspapers is getting higher and higher, and rural people cannot afford to buy them.” The government has marginally improved its distribution of the Daily News and is now taking it to a few more remote areas, “although it sometimes arrives a week late”. This free, state-run newspaper has the widest distribution of any print publication in the country and it reaches more rural areas than other newspapers. The private media are also making some effort to penetrate the rural Botswana market. “These efforts are seen as miniscule though, and don’t make a big difference.” Private media argue that the high cost of taxation of their business means it is not profitable to increase circulation, and in fact some newspapers, such as The Voice, have reduced their print-run. Another inhibiting and escalating cost is the price of newsprint, while the advertising market “is shrinking by the day”. Yet another drawback to increased circulation is the lack of a joint distribution network within the media sphere. “The cost of producing newspapers is getting higher and higher, and rural people cannot afford to buy them.” Readership per newspaper is estimated to be up to 20 people in rural areas. 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: 28 AFRICAN MEDIA BAROMETER BOTSWANA 2011 2.9 (2005 = 2.9; 2007 = 3.4; 2009 = 1.4)