SECTOR 2 ‘Government used advertising to penalise the media industry.’ This directive was first given within government without a public announcement. Once the word spread and the media heard of the advertising ban ‘they started asking questions, to which the government replied that this step was taken as a cost measure.’ A number of media houses ‘wanted to take the matter to court’ with financial support from the Southern Africa Litigation Centre (SALC). Eventually, several media houses pulled out of the process without providing any reasons: the case was therefore not brought to court. The lack of solidarity between media houses can also be traced back to their lack of support for the Botswana Gazette and the Midweek Sun in 2001, when government declared an advertising ban on these two outlets; this was later declared unlawful by the Botswana High Court. 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: ✓✓✓✓✓✓✓✓ ✓ ✓ ✓ 1.3 (2005 = 1.3; 2007 =2.4; 2009 = 1.1; 2011 = 1.7; 2014 = 1.5) 2.13 The advertising market is large enough to support a diversity of media outlets. Advertising spending in Botswana ‘is very low.’ In 2008, advertising spending was estimated at 300 million BWP23 (2,950,000 USD). More current numbers are not available. ‘Advertising rates have declined for both print and broadcast media.’ ‘Nowadays, a full-page advert in a newspaper is worth 8,000 BWP (790 USD), where in the past companies would pay 40,000 BWP (3,940 USD) for the same.’ The advertising market in Botswana is small and ‘government’s decision to not participate in it significantly impacts on the market,’ making it close to impossible for media houses to survive. ‘This country is so dependent on government... and without it you are nothing.’ The advertising ban by government proceeded 23 African Media Barometer 2009. AFRICAN MEDIA BAROMETER BOTSWANA 2018 37