SECTOR 2 of South African companies do not have their own advertising budgets. “Media needs to change the thinking of these companies, to recognise that Lesotho is a separate market.” The few institutions that do use marketing seem to have no real strategy for placing their advertisements. The way it works “makes you feel like a beggar”, as one panellist from the media put it. The panel was divided in its assessment regarding this indicator, with widely differing views on whether the advertising market in the country is large enough to support a diversity of media outlets. 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: 1.8 (2008 = 1.1; 2006 = 1.5) Average score for sector 2: 2.4 (2008 = 1.9; 2006 = 1.6) AFRICAN MEDIA BAROMETER LESOTHO 2010 37