Should Writers Be Held Accountable for Web Page Performance?
http://www.excessvoice.com/article120.htm

Usborne, Nick
Excess Voice
2006

Abstract:

Ask print direct response copywriters if they are held accountable, and they'll say yes. That was my own life for 15 years. I wrote direct mail packages and was judged not on my past reputation, but on the performance of each piece I wrote, one mailing at a time.