2.13 The advertising market is large enough to maintain a diversity of media outlets. ANALYSIS: The advertising market is an indicator of the state of health of the country’s economy. Not all enterprises have a culture of advertising. For some the tariffs charged are too high. Some private television channels are able to raise enough advertising revenue to cover their fixed costs and even invest in their businesses. The printed press is generally faring less well, due to the large number of titles for potential advertisers to choose from. In order to stay competitive, newspapers have embarked on a race to out-bid each other with regard to their technical capacity which has required enormous investments. SCORES: Individual scores: 1, 3, 2, 2, 4, 2, 1, 3, 1 Average score: 2.1 Total average of Sector 2: 2.2 35