Billboards, radio, television, and press advertisements are still fundamental forms of advertising, particularly in traditional economies with poor access to digital media. Digital advertising is, however, becoming more common in metropolitan areas due to the rising usage of smartphones and internet connectivity. Businesses use social media sites like Facebook, Instagram, and TikTok to connect with younger, more technologically adept audiences and customers. Traditional techniques continue to be essential for reaching larger audiences despite this transition towards digital advertising, but some argue that in a few years, digital advertising will dominate the market. In this article, EBR’s Eden Teshome tells the story of the evolution of advertising practices. 


Ethiopia, a country rich in natural resources, has one of the most varied agro-ecological settings. The country’s diversity makes it suitable for growing hundreds of crops, with 74.3 million hectares of arable land spread over 18 major agroecological zones at altitudes ranging from 148 metres below sea level to 4,620 metres above sea level. The country is also home to a large number of livestock resources. Ethiopia’s agricultural sector plays a crucial role in the country’s economy, employing over 70Pct of the population and contributing to more than a third of the GDP. Despite promising results, it has yet to realise its full agricultural potential due to subsistence-oriented farming practices, limited technology adoption, sub-optimal agronomic practices, and a heavy reliance on rain-fed farming. Conflict and severe drought records have resulted in poor crop output, limited market access, income loss, and substantial postharvest losses. As if that were not bad enough, farmers now deal with acute fertiliser shortages, writes EBR’s Bamlak Fekadu. 

Ethiopian Business Review | EBR is a first-class and high-quality monthly business magazine offering enlightenment to readers and a platform for partners.

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