SECTOR 2 2.10 Government does not use its power over the placement of advertisements as a means to interfere with editorial content. Government rarely states openly that it is withholding advertising to exert pressure on certain media. However, panellists felt that government uses its considerable influence in terms of advertising spending to influence editorial content in a more discreet way. After the 2007 elections, for example, a government memo prohibited ministries from advertising with Public Eye newspaper and Harvest FM radio. According to the panellists, about 60 percent of advertising revenue generated by the media comes from government. 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: 1.1 (2008 =1.9; 2006 = 1.1) 2.11 The advertising market is large enough to support a diversity of media outlets. “the advertising cake is small and it has to be shared very widely” 36 Opinions of the panellists on this indicator were divided. Some felt that “the advertising cake is small and it has to be shared very widely”, while others felt that there was enough advertising, but the media’s approach to generating advertising was flawed. “The market is there but we haven’t cracked it,” said a panellist. A few big advertisers - such as government, cell phone operators and banks - dominate the advertising market. But even these major players cannot afford to advertise in all the media. Advertising budgets for the retail sector are controlled from head offices in South Africa, which tend to focus their advertising on South African media that distribute in Lesotho. Local branches AFRICAN MEDIA BAROMETER LESOTHO 2010