Over the last three decades, copywriting has increasingly become an “outsourced” function.

When an organization needs the occasional ad, an annual brochure, a few press releases, and some Web site copy, outsourcing makes sense.

Today, I’m seeing the reverse trend.

Too Many Channels. Too Few Words.

Organizations have many, many media channels to fill. Blogs, e-newsletters, e-mail, forums and social networking sites all beckon.

And these in addition to traditional media.

Then there are the little jobs — the PPC ads targeted at niche markets. The ongoing testing of copy that winnows out the weak — and creates the need for new copy to test.

And unlike a static brochure, today’s media channels are never “done” — they’re always ready for more content. And interactive channels (like blogs) engage best when someone’s replying to comments.

Message Drift

It’s not just the volume of copy driving the change. A focused message is more important than ever. And it’s impossible to prevent “message drift” across multiple writers unless you’re really riding herd.

My copywriter friends think they’re seeing more ads for in-house writers. And while most freelancers receive the odd job offer, there have been a few more headhunter e-mails turning up in the inbox.

Are organizations cutting spending on things like ad placements, and investing in “content” destined for low-or-no-cost media channels instead?

Judging by the product launch I just finished, It’s already happening. Lots more content. Lots less “traditional” media.

Could we have stayed on message if two or three writers had been involved? It’s not likely.

So the question is this: Will the Age of Engagement become the Age of Full Employment for copywriters?

Technorati Tags: copywriter, engagement writer, blogging, interactive media