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: 2.5 (2009: 4.0; 2007 and 2005: n/a) 2.10 Government does not use its power over the placement of advertisements as a means to interfere with editorial content. The government is the main advertiser in Swaziland and “use their influence without them having to say so”. This influence extends to individual ministries, and not just the government as a whole. Private media houses know the government will take away advertising if they are unhappy with the media’s coverage. “Government advertising is both a carrot and a stick. If they (the media) go out of line then government will withdraw (their advertising).” “Government advertising is both a carrot and a stick.” 65 per cent of the advertising carried by the Times of Swaziland and 30 per cent of adverts in the Swazi Observer derive from government, which gives the state considerable leverage over the country’s two main newspapers. Historically, the Times has always had the biggest share of government advertising because of its wider reach. The government’s current fiscal crisis is likely to hit the media hard in terms of lost advertising revenue and late payment: “Sometimes they need six months to pay their bills.” The state broadcasters also receive government advertising. In their case payment is consistent as a result of the broadcasters having an “internal arrangement” with government departments. 38 AFRICAN MEDIA BAROMETER SWAZILAND 2011