SCORES: Individual scores: 4, 5, 5, 5, 5, 5, 5, 2, 5 Average score: 4.6 2.13 The advertising market is large enough to maintain a diversity of media outlets. ANALYSIS: In general the advertising market is not large enough to promote and maintain a truly diverse media landscape. For adverts, circulation and ratings are key and advertising agencies play a very critical role in the assessment of the appropriate media to be used by their respective clients. Consequently, radio stations have a bigger slice of the market because - compared to the print media - they are easily accessible and have a wider reach. Radio solely depends on adverts while print media rely on both sales and advertising. SCORES: Individual scores: 3, 2, 4, 2, 4, 2, 2, 2, 2 Average score: 2.6 Overall score for sector 2: 3.1 14