: Advise the writer to keep sentences and paragraphs short for better readability.
: Columns are defined by their frequency. Decide if you are buying a weekly, bi-weekly, or monthly piece to build a regular audience.
: Should the column be humorous, authoritative, or provocative?
: Look for writers who can "show, don't tell" by using concrete details, dialogue, and body language to make their points.
: Determine if you need a personal column (narrative and story-based) or a specialized one (focused on industry expertise).
: If relevant, ask the writer to include local names and places to ground the piece for your specific readers.
Are you looking to hire a specific type of columnist, or do you need help for a digital layout instead?