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: 1.7 (2009: 1.2; 2007: 1.5; 2005: 2.9) 2.11 The advertising market is large enough to support a diversity of media outlets. The advertising market is by no means big enough to support media diversity. Besides government, which is the country’s main advertiser, classified advertising is very important to the print media, the Times of Swaziland in particular. A few corporate advertisers are based in Swaziland, the most notable being mobile phone company MTN. But most corporate advertisers are South African companies, in which case advertising agencies also take their slice of the cake. “The economy is upside down and even the advertisers who were there are now cutting their budgets. In the past perhaps there was enough advertising for the big two newspapers, but now there is not enough [even for them].” As a result, it is difficult for new publications to attract advertisers, and thus survive. Broadcasting, on the other hand, is largely an untested market, and commercial broadcasters could give the SBIS a run for their money in urban areas. However, one panellist said commercial broadcasters would struggle to broadcast nationwide given that the SBIS spends E4 to 6 million ( US$ 600 000 – 900 000) a month on electricity just to run its 11 transmitters around the country. “Commercial broadcasters would struggle to cover that sort of cost.” AFRICAN MEDIA BAROMETER SWAZILAND 2011 39