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Primarily because if they inform the author of this process, they are opening themselves up to endless phone calls of "Pick me! Pick me!" Not you, of course, you would never do this, but your fellow authors might. The editor doesn’t want to be “sold” by a columnist. Rather, they want to be sold my the column itself. They want a hassle-free environment in order to ponder the overall makeup of their paper and craft it into a periodical that will interest readers and therefore attract advertisers. They also are certain they know their readership better than you would so are not inviting your discussion on the matter.
This is exactly why we suggest 4 - 6 column submissions. Launching a column is an ongoing process of building name recognition, showing consistency in your writing, and banking on the columnist already published in YOUR paper either dying or at least missing their deadline. Or, of course, that the editor who passed on your work will be fired for their all around poor judgment. You need to keep your samples in their mind while they go through this extended process.
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