A column can sometimes entertain, at other times evoke emotion, sometimes educate, but it should always provoke thought. I encourage him to take risks. And in taking risks I understand that sometimes he may not hit the mark. Columnists sometimes reflect the opinions of their editors and sometimes don't. Similarly, they sometimes reflect the opinions of readers and sometimes don't.
Columnists are pretty much given free rein on topic selection.
We generally try to let them have their own voice. In other words, we don't push their work through a cookie-cutter editing process. We don't try to force the column into a style or format. Those of us in the newspaper business cherish the First Amendment and all that it entails. Freedom of speech is our lifeblood.