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: If relevant, ask the writer to include local names and places to ground the piece for your specific readers.
: Clarify if you are buying "first serial rights" (the right to be the first to publish) or full ownership of the text. Tips for Briefing Your Columnist buy columns
To get the best value for your purchase, provide your writer with a clear framework: : Who is the reader? : If relevant, ask the writer to include
: Determine if you need a personal column (narrative and story-based) or a specialized one (focused on industry expertise). : If relevant
: Look for writers who can "show, don't tell" by using concrete details, dialogue, and body language to make their points.