Mark Ramsey has posted his view on how radio stations can use Podcasts to attract listeners their radio broadcasts (To Podcast or Not to Podcast).  The idea is to justify the on-air content and advertising dollars without erasing everything by giving it all away on the Internet.  He raised some great points.  However, he missed a key and critical approach.

Mark failed to present the idea of Podcasting behind the scenes content, outtakes and discussions with the Production team.  This approach accomplishes several things.  First and foremost, it will help to build a sense of community between the audience and the team that creates the program - something that the best radio shows have always enjoyed and that the online community craves.  It also creates a two-way relationship between terrestrial and online delivery in which the audience is drawn to both formats since they complement, not compete, with each other.