SECTOR 2 ‘There has been a marked departure from the previous militant approach of the government.’ The government has now committed itself to an open media environment, which they have linked to economic growth. ‘The media industry is a yardstick of the economy – it can’t survive in a dying economy.’ One popular government strategy is to place advertisements – such as the congratulatory birthday messages for the President and other dignitaries – in the various media . These adverts will often be placed in newspapers favoured by the state, rather than the more independent papers. However, it was pointed out that these government advertising supplements are often projects initiated by newspapers themselves as a “money making scheme”, rather than by government. Additionally, at times, opinion pieces by government public relations officers writing ‘in their personal capacity’ are published in newspapers. 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: Score of previous years: ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ 2.9 2006: 1; 2008: 2.3; 2010: 1; 2012: 4; 2015: 3.3 2.13 The size of the advertising market can support a diversity of media outlets Currently the media industry is in a dire situation. ‘It’s a dog eat dog environment where we are competing for a very small cake.’ Therefore, journalists make several compromises in terms of the stories that they publish, for fear of treading on the toes of the big advertisers. One investigative story which was published about a leading bank, for example, resulted in the bank withdrawing all advertising in the publication for six months. Even the ZBC has complained that although ministries advertise, they don’t pay. The small advertising industry is controlled by a few players, and there is also a political aspect in that ZANU-PF has been using advertising agencies to help organise political events. Media coverage of these events then takes precedence over stories. Media houses are not transparent with regard to their circulation, although a company called ADMark releases some information on advertising spend. 28 AFRICAN MEDIA BAROMETER ZIMBABWE 2020