WRITING COLUMNS:Column and a news report, Purpose, Audience

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Journalistic Writing MCM310

LECTURE 38

WRITING COLUMNS

What is a column?

"The heart of journalism may be news reporting, and the soul of journalism the editorial page, but the

personality of journalism is the column." Sam Riley a former columnist.

"What should a columnist write about?" What's on his heart? What has provoked him or her to outrage or the

small, day-to-day, real-life dramas of ordinary folk? Should the columnist's goal be to inform, to persuade, to

entertain? I'd say some of all.

A column is written weekly, monthly or bi-monthly, and must be focused on one particular topic. You have to

be consistent in what you write, maintain the same tone of voice, and stay focused on the issue at hand. A

column can last from three to four months, to ten or maybe even twenty.

What differentiates a column from other forms of journalism is that it meets each of the following criteria:

· It is a regular feature in a publication

It is personality-driven by the author

It explicitly contains an opinion or point of view

There are two main types of analytical writing in newspapers: editorials and opinion columns. Opinion columns

are often found on the page opposite the editorial page. The page is usually labeled "Opinions" or "Comment."

Opinion columns may be found elsewhere in the newspaper as well, especially on the page preceding the

editorial page. Opinion columns are usually labeled as such, to separate them from news reports.

Column and a news report:

The main difference between a column and news reports is that opinion columns are subjective rather than

objective. This means that they express an opinion or make an argument. A news report, for example, might

list various mistakes that a politician has committed. It would not however, go on to state that because of these

mistakes the politician should resign. An opinion column, however, may do exactly this.

When reading an opinion column, it is helpful to imagine that the writer is engaged in a debate with his or her

readers. The writer is trying to persuade you or convince you that a certain point of view is the correct one.

There are, however, important differences between editorials and opinion columns.

Column and an editorial:

Personal columns differ from editorials in that editorial is a voice, policy and ideology of the newspaper

whereas a column is a view point of the columnist himself. This view point of the columnist may come in clash

with the newspaper or the editorial's stance at times. Only columnist is responsible for his words whereas the

whole newspaper is responsible is for the words which appear in editorials.

HOW TO WRITE A COLUMN?

Before writing a column, think about 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.

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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." Personal columns often have departments. These departments

help you to write your column. Departments can be "coming events," applications, notes or some of the

categories suggested for the non-personal columns.

Before writing, decide on the purpose, content, audience and structure. Personal columns should have many

local names. They also use words like: "I," "we" or "you."

DO'S AND DON'TS OF COLUMN WRITING:

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.

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.

Skills to be a good Columnist:

Ability to thinking

Strong Observation skills

Avid reading

Ability to use narration and humor (Humor in writing takes many forms: satire, parody, irony,

lampoon and just plain nonsense.)

"So long as there's a bit of a laugh going, things are all right. As soon as this infernal seriousness, like a greasy sea,

heaves up, everything is lost." D. H. Lawrence

Tools for Beginning:

Epigraph/quotation: (Quote an authority that you either agree or disagree with and use it as a starting point

to build into your thesis statement. Quote a famous saying, or truism to orient the reader to your topic.)

Example:" Jon Peters, President of Marine land Park, argues that, `captivity for the whales is the best thing for them. Our

habitat pool is just like the Pacific Ocean: our killer whales can't even tell the difference. They're very happy here.'"

Concession: (If you're writing a persuasive piece, you might consider beginning with a concession--that is, by

beginning with an acknowledgement of part of your opponent's argument as being valid. Remember that a

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concession is not a form of weakness. In fact a concession is strength as it finds common ground with your

opponent and establishes your ethical appeal: you are a reasonable person willing to listen to/acknowledge that

there are more sides to an issue than yours.)

Example: "I think you're quite right; gun control legislation in Canada needs to be tightened to prevent us from becoming as

violent as our neighbors to the south. However, I don't think your proposal goes far enough. We need also to..."

Narrative / hypothetical example: (Use a personal story or a "what if" scenario to help your reader to

visualize the topic.)

Example: "When I was seven years old, I remember being at the Marine land park in Niagara Falls, wondering how such a big

whale could be happy in such a small pool."

Example: "If we don't introduce tougher restrictions on assault weapons, our city streets will become a war zone for gangs, drug

deals, and drive-by shootings, much like our southern neighbors."

Question or a set of questions: (A question or a series of questions can be very effective in orienting your

reader and outlining the issues you plan to discuss in your text.)

Example:" What is the average life span of a whale in captivity compared to a whale in the wild?"

Striking fact or statistic (Use a striking fact to engage your audience's interest Cite a startling statistic from a

reliable authority.)

Example: "According to a 1999 Statistics Canada poll, 93% of Canadians would support legislation to ban assault weapons."

Paradox: (Begin with a statement that seems absurd, but may be true.)

Example: If writing a paper on disciplining children in the home, you might begin by arguing that "Parents must be cruel to be

kind." At a first glance, this may seem to endorse child abuse. However, a more detailed discussion in your paper might reveal your

belief that in order to help children grow into responsible adults, rules in a household must be followed. You're not necessarily

endorsing physical punishment: instead, you might be endorsing grounding the child.

Background information: (Introduce relevant background information to orient your reader to the topic.

Keep such material focused and condensed, particularly for shorter papers. If you're writing a persuasive piece,

it's a good idea to use background material that leans toward your position.)

Example: You might, for instance, provide background on the Water world Marine Park, highlighting the shortcomings of its

pool habitats, or detailing the number of fines it has had to pay for its inappropriate treatment of the animals.

Analogy: (You might employ a striking comparison to make a point or introduce your reader to an unfamiliar

topic. Usually, you draw a comparison to something common in order to explain something uncommon or

unfamiliar.)

Example: "A habitat at Marine land Water Park is a cell not unlike what you'd find at the Kingston Penitentiary, or at the

Kent Correctional facility. The difference, of course, is that every inmate at Water world has been wrongfully persecuted and

incarcerated. The inmates are serving life sentences without having committed any crimes."

Definition (not from a dictionary): (Using a definition can be very effective in efforts to clarify difficult

terms or in an effort to orient your reader to a particular topic or your angle on a particular topic. Avoid using

dictionary definitions--especially of common terms--because your reader will likely know what they mean, or

can easily access such definitions themselves. You might, however, cite a dictionary definition and then go on

either to dispute the definition, or expand upon it within the context of your paper. Definitions from

authoritative texts can be very helpful when writing persuasive texts.)

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Example: When arguing for or against the use of physical discipline of children in the home, for instance, you might cite the

Criminal Code of Canada definitions of the terms "child abuse" and "corporal punishment."

Humor: (You might use a humorous example or personal anecdote to establish your topic and engage your

reader. Remember that humor can be an effective tool only if it is funny and appropriate to the audience and

the writing context.)

"Columns sell newspapers." Shahida Imran

Signed columns give you the opportunity to speak out.

The style can be formal or informal, depending on the subject. The column can focus on any subject--sports,

social issues, daily lives, religion, and observations. The column should be written so that the reader can "hear"

the writer thinking. The columnist's voice should be so powerful that readers can hear the writer talking to

them.

What should a column do?

Highlight creative expression of opinion.

Reflect the personality of the author.

Showcase superior writing ability and distinctive style.

Express the viewpoint of one writer rather than a newspaper. (Any approach--persuasion, praise,

explanation, entertainment--can work)

Build on careful, thorough reporting that incorporates purposeful interviews and documented

observations.

Focus on subjects that appeal to many readers.

Present new insights in a lively manner that shows the writer's conviction.

Provide commentary that stimulates readers to think, to evaluate, to act, and to see everyday life from a

new perspective ranging from the serious to the humorous.

Use an original title that defines the slant or the type of content. Good titles often play on the writer's

name or reflect the writer's skills. Also the "live" headlines must follow appropriate styles. By lines are

essential, and photos of the writer are appropriate.

Appear regularly in a newspaper on the same page.

To establish an appropriate identity and to distinguish the column from other articles, the column title

should use typography and graphics to complement the publication design. A column, however, should

never be confused with a regular feature in the paper.

HOW SHOULD A COLUMN BE WRITTEN?

· A simple way is to follow the pattern of the editorial.

A better way is to make the viewpoint come alive by showing rather than telling. Use colourful nouns and

action verbs.

The issue, not the writer or the writer's experiences, should be the focal point of the column.

The message of the columnist dictates the form of the writing.

First person is permissible but not required--and always it should be used in a subdued manner.

Rather than argue a specific viewpoint, often a column achieves a more powerful effect by using a creative

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style, such as the following:

Narrative story Fictional dialogue Witty comment Critical Review

Editorial slant any freeform structure that fits subject

A column contains a consistent tone, such as the following:

Thoughtful (stimulating) Analytical (serious) Conversational Confidential

Reportorial Critical Satirical

TIPS ON COLUMN WRITING

· Write the way you talk. But don't discard good English usage and grammar by being friendly and

informal.

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. Keep heavy subject matter to a minimum. 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 on schedule. Remember, the editor is holding space for it.

BECOMING A COLUMNIST:

Columns are a great way to share information and ideas, promote your business and philosophy, and have

some fun in the process. But that's just part of their appeal. They also help you develop your "voice" and

writing muscle, so you can move more confidently toward equally ambitious projects, be they articles or books.

How do you create--and market--a winning column that attracts a loyal following? Read on!

Understand

the

genre

Shorter than most newspaper and magazine articles, columns generally run between 350 and 1,000 words.

Their writing is tight, light, and bright, and their subject area, like their format, is predictable (e.g., personal

development, politics, parenting, gardening). The columns themselves, however, are unpredictable, meaning

fresh. Readers know they'll be getting new information and insights with each instalment, and so they return

for more.

Learn

from

the

masters

Follow the work of three to five established columnists over a several-week period. Or, go to your local library

or bookstore for the collected works of favourite columnists. Read actively to discover key tricks of the trade.

Study how columnists organize their work, open and close their pieces, interweave quotes and statistics.

Observe how each has a "voice," or style, that is as distinctive as a fingerprint. Note what you like and don't

like--and why.

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Determine

your

goals.

As mentioned, columns can be great vehicles for promoting your service or cause. But they'll only get you

where you want to go if you know where you're going. Accordingly, take a few moments to determine where

you want to be one, two, or three years or more from now. In what ways can a column support your efforts,

further your goals, and keep you on track?

Question

yourself.

Articles are distinct units; when they're done, they're done. Not so columns; finish one and another dozen or

two are waiting in the wings to be written. Your audience and editor literally await your next instalment, and so

you must deliver, be it daily, weekly, or monthly. So here's the key question you must ask and answer: Do you

have what it takes to produce a column over time, given your busy schedule and competing priorities?

Serve

others.

The successful column has a dedicated readership. These folks take time out of their busy schedules because

they need something from you, be it information, insight, or entertainment. As a columnist, it's your job to give

them all they want--and more. And you do this by identifying the many ways you can be of service to them.

The greater your willingness to serve their specific and individual needs, the greater your column's relevancy

and popularity

Attract

the

right

reader.

Different strokes for different folks--and different columns as well. That's because all columns appeal to

somewhat narrow (though not necessarily small) groups of individuals. To attract the right group for you,

pinpoint their key characteristics. For example, what's their age and sex, their educational and economic level

their political and spiritual beliefs? Where do they live and work? The more specific you can be, the greater

your ability to "talk your reader's talk," not just in terms of subject matter but word choice

Play

with

format.

Columns may be short, but they've got lots of room for creativity. Anything goes ... as long as it works for

readers and is replicate. Play with several formats before zeroing in on one. Study what other columnists have

done (see No. 2 above), and use their work as a template. Or create a wholly new format tailored precisely to

your audience and message. The key is to experiment and to have your content and format mesh seamlessly.

Develop

your

prototypes.

Once you determine your format, write five to seven sample columns. This serves two purposes. First, you will

get your feet wet, shake out all bugs, and polish your writing style. (The more distinctive the style, the more

unique the column) Second, you will create a representative sample of your work, which you can then market

or launch; editors, after all, want to see a column's treatment over time, not just a single column.

Choose

your

marketing

approach.

Columns can be marketed in a number of different ways. You can distribute your work through syndicates, for

example, which are companies that serve as your sales/marketing/PR teams in one and which take a cut of the

proceeds. Or you can self-syndicate your work by going directly to individual newspapers, magazines, or Web

sites. You also can launch your column via your own e-mail or snail mail newsletter, or Web site. (There are

pros and cons to each of these approaches, as discussed in the WriteDirections.com teleclass "Become a

Columnist"; some, like working through syndicates, are more of a long shot than, say, self-syndication.)

10.

patient.

Columns take time to develop, so if you're looking for quick results, look elsewhere. Like a fine wine, they tend

to get better with time. Their scope deepens, their writing improves, their audience builds. These things take

time and patience; however, if you're truly willing to make the investment, the payoffs can be enormous.

AN EXAMPLE

The first steps to column writing are remembering why you are writing and your audience. In the sample

column, "Helpful Hints," the columnist has a general homemaker audience in mind.

The style is light with personal pronouns (I, you, your) liberally included. The lead sentence clues the reader to

the column's tone. The rest should continue to develop this tone.

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Notice the entire name is given the first time. After that, it is only a first-name basis. Sentences are short and so

are paragraphs. Credit is given when the columnist is quoting another source.

One topic has been given primary emphasis. Shorter topics follow this lead topic. That means this column can

be shortened by cutting paragraphs from the bottom up, just like a news story.

Jamie

Shanen

Area home economist

MU Extension center Helpful Hints

Macon, MO 63552

If your bottom's bare, it's time to "beef up" your home freezer.

I'm talking about your freezer bottom. In fact, you should keep that freezer at least one-third full to be

economical.

Anyway, bare bottom or not, this is a good time to buy beef. Mason Good, who operates Good Meat

Storage and Packing, says prices are lowest on beef in the winter, generally between November and

January. Mason said most of the county's farmers and cattle producers generally sell off their stock in the

fall that means there's more beef available to drive prices down.

While talking with Mason, Judith Ann Johnson, 335 Peabody Lane, came over. Judy said she found what

Mason said was true.

A few weeks ago she and her husband Tom decided to buy a side of beef. After checking around and

talking with some of the University food scientists, they discovered mid-January was the best time for

them to buy. So they did.

I asked Harold Lamar about what to look for in beef. You may remember Harold. He came over to

Macon from the University last spring and talked about pork and beef. Harold told me about a couple of

good booklets you can get from the MU Extension center here in Macon.

If you are going to buy a side, think about your family size and eating habits. They may prefer steaks and

ground instead of roasts. Out of a 300-pound side you'll get 225 pounds. The forequarter will give you

about 118, while the hindquarter will yield about 100.

Good quality is important too. Our local people have good reputations, but what about elsewhere? Don't

buy from people you don't know.

Your meat should have two USDA stamps. Check to see if there is a round one for wholesomeness and a

shield for quality inspections. Grading is optional with the processor both Mason and Harold said.

A lot of people asked me about aging meat. Yesterday, Maude Grady, Oak Ridge Retirement Center, asked

about some meat that's been in her freezer nine months. Aging helps meat develop flavor and become

tender, but only ribs, and loins of high-quality beef and lamb are aged. If Maude had purchased "aged"

meat, it is questionable whether she got her money's worth. After meat has been frozen six months -- it's

already been aged enough.

Source: http://www.writedirections.com/becomecolumnist.html

XXX

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