SECTOR 2 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: 1.6 (2012 = 2.2; 2010 = 2.1; 2008 = 2.0; 2006 = 2.4) 2.13 The advertising market is large enough to support a diversity of media outlets. The advertising market is too small to support the many media outlets in Tanzania. Mwananchi, for example, has about 30% advertising per edition, compared to 70% content, while the standard ratio to ensure sustainability is 40% advertising to 60% content. The newspapers can also not count on a significant amount of income from circulation due to the small number of newspapers sold. For example, the combined circulation of the two biggest newspapers in the country, Mwananchi and The Citizen, is barely 50 000, while in neighbouring Kenya, which has a smaller population, the combined circulation of the two largest newspapers, The Nation and The Standard, is about 600 000. “There is very little reading culture in our country, which impacts on the number of pages newspapers have and on their circulation figures.” Panellists noted that because there are very few manufacturers in Tanzania, there is less advertising. “Advertising levels are very low because most businesses are reselling goods made in China.” The fact that there is little competition in the commercial sphere in Tanzania also means that there is less advertising. Accessing corporate sponsorship from multinational companies is also problematic in Tanzania. “Our proposals will be referred to the company’s head office and we can wait months to hear if our submission has been successful. The whole of Tanzania gets less budget than Nairobi.” In addition, it is believed that 50% of companies’ marketing budgets is directed towards brand activation, like road shows, rather than traditional forms of advertising in newspapers, or on radio and television. AFRICAN MEDIA BAROMETER Tanzania 2015 43