If you are looking to purchase or commission a column for your site or publication, follow these best practices:
: Should the column be humorous, authoritative, or provocative?
: If relevant, ask the writer to include local names and places to ground the piece for your specific readers.
: Determine if you need a personal column (narrative and story-based) or a specialized one (focused on industry expertise).
: Columns are defined by their frequency. Decide if you are buying a weekly, bi-weekly, or monthly piece to build a regular audience.