It is one thing for you to call yourself an expert, and an entirely different thing for the media to deem you an expert by including a column bylined by you within their pages. In addition to the ego boost of being recognized in the local supermarket, an expert column positions you as the authoritative source for your profession.
Most people choose 'the expert' over lesser know practitioners.
Not so fast, Mr. Expert. There are a number of key elements to consider. Therefore, the news hole is tight and cherished. Before you burn up the phone lines with a pithy sales pitch to your local editor, consider which editor you really want to talk with. Go to the top of the food chain.