Writing Columns

Reviewed by Katherine Foran

Extension Communications and Marketing

Debrah Jefferson
Extension and Agricultural Information

What is a column? A column is not a news article, but it is news. It generally answers why and
how. It often is personal, using the first and second person (I and you). A column often states an
opinion. It is said to be like writing an open letter. A column also has a standard head, called a
title, and a by-line (name) at the top. These identify you and your column for the reader.

How do you write a column?

Before writing a column, think about and decide on the purpose, audience, content and structure.

Purpose

Why are you writing? Is it to inform the community about an event? Does the paper's editor, the
community or co-workers want it? Are you entertaining, informing or educating? Do you seek an
identity or exposure?

Audience

Whom are you trying to reach? Who are you reaching? Decide on your audience. Write in their
language, at their level, about things the audience needs to know or wants to know.

Content

What will your column discuss? How will you discuss it? Answering why and how will help
determine what. Remember, columns should be based on facts and should be accurate.

Names are crucial in a personal column. Personal columns may be informal; yet accuracy and
sourcing material counts.

Structure

How will your message get to your audience? There are other types of columns besides the
personal column, too. Some of these cover specific topics or types of information. They can be
"question and answer," "new ideas," "how-to-do-it" pieces or "calendars" and "coming events."

Personal columns should have many local names. They also use words like: "I," "we" or "you."
When writing a column, do

 Give the reader timely, helpful information.

 Develop a structure and keep it. Write on a regular schedule.
 Write simple and short sentences and paragraphs.
 In personal columns, use local names and places.
 Let others speak for you by use of quotes and references.
 Learn the difference between a column and a news story.

When writing a column, don't

 Use technical or complex words, unless required; then explain simply.

 Talk in jargon or unfamiliar terms.
 Talk about one topic constantly.
 Include too much detail or material. You should be stimulating interest, not exhausting a
subject.
 Refer to yourself as a third person (this author, your reporter) or quote yourself (Jimmy
Jones said). Instead use mine.

Tips on column writing

 Write the way you talk. But don't discard good English usage and grammar.
 Try to uncover a "lead" or opening that will catch the interest of your readers.
 Use a variety of material, not just one subject.
 Write about people. When using subject matter, try to tell the story through the
experiences of local people.
 Write simply. Avoid technical or difficult words, long sentences, long paragraphs.
 Don't weigh your column down with too much detail. Try to stimulate interest in a
subject, but don't exhaust the subject.
 Jot down ideas, names, figures, impressions, etc., in a note pad while visiting farms and
homes. This provides the very best column material.
 Be timely. Keep up with the effect of weather conditions, seasons, etc., pointing out the
significance of these conditions locally.
 Remember the people you're talking to and give them information that will benefit them
in a way they can understand.
 Always get your column to the editor or publication on schedule.

How to write A NEWSPAPER COLUMN

Writing a newspaper column provides space for a columnist to share their opinions or analyze a chosen
topic using their own voice. While a newspaper column does afford a lot of room for freedom, there are
certain conventions that should be followed to write an effective column. By learning how to present
your subject in an interesting way and how to present your writing in a straightforward manner, you can
write a successful newspaper column that engages your audience.
7 Tips to Write a Column
1. Produce on schedule.

The editor plans the layout to accommodate your column and counts on you to fill a certain
space. If you have to beg occasionally for an extension, it may be granted, but don’t make this a
habit. Resist frequent email or text excuses with unimpeachable justifications for not delivering
on time or at all (“My labradoodle ate the hard disk”). You do not want to promise something
you can’t deliver.

The strictness of outside deadlines can help—you stop thinking about which part of the garage to
attack and instead push yourself to your desk. Columnist Gaie Sebold (“Errata”) advises, “Set
daily reminders—at work, at home, post-its on the cat. I do all these (except maybe the cat), and
I’ve still managed to miss deadlines.”

2. Stay interesting.

As in our other writing, we can become repetitive and predictable in topics and writing style. Pay
attention to your penchants! We all have favorite words and almost automatic constructions.
Time and distance between drafts help mightily (see below, #3). The more you stay interesting,
the more readers you’ll have, the more copies and advertising the publication will sell, and the
more editors will feel they made a great choice with your column.

In addition to style variations, to keep readers reading, the columnists I spoke with suggest
several strategies. Some post rotating subjects or invite “guest” columns. Others comb the news
on their topic to bounce off. For my Absolute Write column “The Starbucks Chronicles,” I found
inspiration from several business articles about Starbucks’ ups, downs, and changes of emphasis.
I applied the business principles to helping other writers. For example, opening more Starbucks’
equaled writing more; great, customized coffee equaled staying true to one’s vision.

Veteran columnist Dennis Hensley (Advanced Christian Writer, Sales Builder, Writers’ Journal)
suggests we combat style-and-subject fatigue by alternating our interests: “I was a book and
music columnist, a business columnist, then a motivation columnist, and with it all, a writing
columnist.”

(Freelance Writing: 10 Ways to Satisfy Editors & Land More Assignments)

3. Allow time for each column to “cook.”

A column of 500 or 1,000 words may sound easy to dash off. But you want quality, don’t you?
Treat each column like a self-contained gem; give it the same time and attention you’d lavish on
your best short story.

If your column doesn’t quite make the word count, you may be tempted to pad short text.
Conversely, if you’re over the word count, you may cut unthinkingly to squeeze the column into
the required space. How to decide what’s important? The answer, says Dennis Hensley, is “take-
away value. If readers are giving me their attention, I need to give them something of value in
return.” So, to make sure you are incorporating value, use the time-honored advice that applies to
any writing: let the column “sit” for a day or two between drafts. You’ll come back with a new
editorial eye and fresher phrases.

4. Realize the column reveals your real self.

In a novel or even nonfiction, you can “hide” somewhat. In a column, you and your views are
hanging out there. Gaie Sebold’s column hilariously chronicled her daily life. But she admits, “I
sometimes wish I’d been a teensy bit less revealing about my inadequacies as a writer and human
being.”

The self-exposure, though, is often what keeps readers coming back and nodding and chuckling
in recognition. They’re comforted that someone in print is just like them. Erma Bombeck was the
queen of laugh-out-loud self-exposure. Many popular columns today, especially on parenting
and its glories and terrors, follow her model. So, another truism: the more we courageously delve
into and share our inner selves and outer gaffes, the more we touch the hearts of others.

5. Choose your publications.

A column is, after all, a great credit. But use judgment about where you place your column.
Sometimes a periodical “falls apart or becomes sullied for some reason,” notes Hope Clark
(“Editor’s Piece of Mind”). The editor may be about to retire, and you have no guarantees that
the next editor will embrace a similar editorial vision or policy or will even want you to continue
your column. Sometimes the entire publication is shrinking (unfortunately the case with many
today), and, after just a few entries, your column could be phased out. Carefully select your
publication(s). You’ll be glad you did.

6. Guard and apportion your time.

Like any other piece of writing, your column deserves time (see #3 again). Allow the time you
really want to give it. But know too that your other writing time decreases. Prolific novelist
Aaron Lazar (“Seedlings”) warns that the column, especially as it gets known, can seriously cut
into “your ‘pure’ writing time.”

But consider too the benefits. In addition to the column credit, any writing helps your “major”
writing. The column offers additional publicity for your other writing works. Your column bio
can include your website and a display of your book cover(s). Column readers, curious about the
rest of your writing life, will tend to explore your sites and books, leading to more sales for you.
The column invites reader feedback, and some readers are radio and blog hosts seeking
interesting guests. And the column helps you attract invitations for speaking and interviews.
7. Be alert to unwanted “friends.”
Readers identify with us through our columns, and of course, we want them to (see #4). But they
can take too much for granted and get too chummy. Paula Morrow (“Like a Child”) recalls that
readers often ask her for free manuscript critiques. Christina Hamlett (“Effective Screenwriting”)
gets emails from aspiring writers who “have read everything you have to say.” They’re sure “this
suddenly qualifies them to be your new best friend.”

When you respond to such readers, be polite, respectful, and firm. You’re glad for their attention
but want to maintain your professional boundaries. In your response, describe your editorial
services, if you offer them, and refer readers to your site. Invite them to email or call to discuss
their needs and your fees. Such replies will help you practice your professionalism and remind
yourself of what you do and don’t.

******

You may not be completely deterred by these seven cautions when you’re invited to write a
column or write a pitch to land one. But recognize the cautions before you consent. With
knowledge of the negatives, you’ll choose your venues more wisely, give your column the
proper time and attention, and fulfill your promises. Then you’ll be proud of the column, reap its
rewards, and at parties and barbecues, with delicious faux modesty, you’ll boast to everyone that
you write a column.

In today’s competitive marketplace, it’s important to catch an editor's attention. It all starts with a
pitch. No matter what kind of article you want to write, a good pitch letter will get you noticed
by an assigning editor. This intensive two-week course will teach you how to craft a good pitch
letter and do it well. Be ready to mine your life for ideas. Start thinking about a great spin on a
topic or an unusual personal experience that you'd like to write about in class.



