In radio, the saying used to be, “Control the creative, control the client.” More recently that has morphed into, “Control the website, control the client.” That paradigm shift has caused some traditional media companies to lead their sales pitch with digital marketing services, which can ultimately lead to making a broadcast sale. “Having that website and digital entry point has opened up a lot of opportunities to broadcast,” Townsquare Media CEO Bill Wilson says on the latest episode of the Inside Radio Podcast.