Organisation is another element which drives the station. Much of Cape Talk's "brain" has been transferred from Radio 702, its sister station, which over the last 18 years has become somewhat of an institution in Gauteng. At one stage, four of the eight managerial positions at Cape Talk were filled by ex-Radio 702 staff - a situation which Wills is in favour of. According to him, the expertise gleaned from Radio 702 can only continue to benefit the station.

But while Radio 702 and Cape Talk have a similar style and target group, the area in which they broadcast is different. "Good radio is localised, it is successful if it reflects where you are ... We spend more time talking about the weather and the surf, because that is part of Cape Town's lifestyle." Cape Town is smaller, more relaxed and down-to-earth than Gauteng. If the station is to succeed, it must give its listeners something with which they can identify.

The station targets families with a monthly income of R6 000 plus, says Wills. This implies that its audience is well educated and past the age of needing a fad to fit in with. While this leaves a rather broad range of topics to play around with, a sure-fire winner is the subject of relationships. No matter whether people are interested in art, politics or gardening, everyone has an opinion on it. "This is why it's so successful and has become a trend in media both here and in the US."

But a good topic does not guarantee good radio. "Radio is talent driven," and "talent is more important than topic," according to John Maytham, Cape Talk's news editor and presenter of Maytham in the Morning in the sought-after breakfast slot. No matter how interesting the topic, if the guest gives dead-pan answers on air and bores the listener, the topic dies with him.

This is partly why Cape Talk has chosen English as its medium. The pool of talent amongst hosts, and, more importantly, among guests, is just so much greater when the medium is English, says Wills. And it's guests who make or break a show. According to Wills, Cape Talk does not have any direct competition.

"That's why we're in the market." It has created, rather than filled, a niche.

AMPS figures for June '98 indicate a weekly listenership of 51 000.

But because of doubts surrounding these figures (in this case there is a margin of error of 25 000, says the Director of GMA Media Selection Services, Basil van Niekerk), Cape Talk Marketing and Promotions Manager, Roxy Mitchell, says its advertisers prefer to judge by results, rather than figures.