If you have both a podcast and a terrestrial radio show, a study recently done by Jacob's Media nicely profiles where terrestrial radio audiences may be when they are not listening to your show. Its nice to see podcast listening rank high on the menu of choices.
Effective cross promotion between your terrestrial show and podcast can raise the audience level on both platforms. Our clients often ask if it is okay to offer a podcast that is an archived version of their terrestrial program. While we think it is indeed "okay", even better would be to create a podcast providing something extra that isn't heard on your terrestrial show. For example, if you interview an expert in a particular field on radio, offer an extended version of that interview on your podcast. Give your terrestrial listeners a call-to-action reason to listen to your podcast and the resulting synergy will grow your audience on both sides of the spectrum. http://www.talkers.com/2015/04/29/techsurvey-11-newstalk-profile/