In order for any business to survive and thrive long term they need to be flexible, especially when it comes to technology. I’m in the (perhaps small) group that believes terrestrial radio still has life and it’s good to read stories of stations like KCRW doing well by embracing instead of ignoring the internet.

KCRW offers a large number of its shows as podcasts, the most popular of which attracts more than 1 million downloads per month. This has helped drive listeners to its online streams and — would you look at that — the number of listeners has shot up. So much, in fact, that it gets more online visitors than it does terrestrial listeners.

Despite all the content the internet offers, I still listen to terrestrial radio, particularly in the car, although with our recent addition of Sirius satellite admittedly less than before. We don’t have Sirius satellite hardwired, so I need transfer the Starmate Replay from home to car. My son has the new Sirius Stiletto 100, but that doesn’t have an FM transmitter, so it’s not available in the car either. Also, we don’t have satellite radio in both our vehicles and, similar to satellite TV, the local broadcast isn’t available. Although with satellite TV you can buy local channels, you can’t get them with XM or Sirius. Take the Seahawks game for example, I greatly prefer the local hometown broadcast on KIRO710 versus the national broadcast that’s being played on Sirius.

There are also local talk radio hosts I enjoy like Dori Monson on KIRO. Can’t get those on Sirius. KIRO has tried to do more with the internet and this morning I learned that they have also recently started offering podcasts. Unfortunately after signing up and checking the area out these don’t seem to be full shows, just clips, and terrestrial radio reception in general including AM KIRO710 where we live isn’t very good. I’ve been using the RadioSHARK (pictured right) with my Mac to listen to the station and occasionally record shows I like and can’t be there for all the show, but with the lousy quality it is completely unlistenable at times. It’s good to see KIRO710 is working to keep local listeners like me at least partially informed of their programming through their website, but it would be good to see them do full shows.

With success stories like KCRW maybe more terrestrial stations will get it too. Come on, KIRO, open the throttle. Go all the way.

• XM and Sirius, side-by-side feature comparison
• Why podcasts don’t compete against satellite radio … yet
• Find a clear channel at Sirius
• More details behind the Sirius and XM merger
• Joined the satellite radio movement, finally
• $82.9 million bonus for Sirius subscriber growth awarded to Howard Stern