I wrote direct mail. That was my thing. I have never written a radio spot. I have never written a TV commercial.
Back then, it was fine to focus on a single copywriting skill, because there was no connection between what I wrote for a client as a direct response writer, and what their agency copywriter wrote for TV.
Sure, we all worked to the same brief, keeping within the same campaign idea.
But the key point to understand is that the quality of my direct mail piece didn’t depend on my knowing anything about writing for TV, radio or any other medium. Why? Because each medium was separate from the other.
All that changed with the arrival of the web.