How he found 570 op-ed clients

By: Dave Astor As he prepares to celebrate his 20th anniversary of syndication, Cal Thomas is the most widely distributed op-ed columnist in America. He has more than 570 clients ? a level reached not only through his work, but by staying in close contact with newspaper editors.

The Tribune Media Services (TMS) commentator meets face-to-face with newspaper editors as much as he can, either at journalism conventions or in their offices. This requires "a lot of shoe leather," says Thomas, whose father was in sales. "Many editors tell me they've never been visited by a syndicated columnist before." These visits not only help Thomas obtain new clients, but also help keep the ones he has.

Thomas, who has stopped by as many as 30 or 40 papers a year, makes these meetings as cordial as possible. "You have to be friendly and have a sense of humor," he tells E&P ? and the result has been close relationships with a number of editors across the ideological spectrum. "I like editors," he says. "They're reasonable and interesting people."

The column by Thomas especially strikes a chord with conservative and religious readers. "Their point of view is absent from an awful lot of journalism," he says. "That's one reason why there's a large gulf between potential subscribers and actual subscribers to newspapers."

One way Thomas has tried to bridge this gulf is through his many speeches. He asks audience members whether they read their local paper. Many answer no, he says, because "they feel their views and values are not depicted accurately and respectfully." Thomas then asks attendees if they'd read the paper if his column was in it. Often, at least half the audience says yes. So when he tells editors that buying his column may bring in subscribers, it obviously does not hurt in making sales.

The author of 10 books actually got his start in newspapers in 1983 by selling a one-shot column to a daily many perceive as liberal ? The New York Times. Then Thomas placed pieces in The Washington Post, USA Today, and other dailies before approaching syndicates about doing a regular op-ed feature. The Los Angeles Times Syndicate eventually gave him a shot ? his column debuted on April 17, 1984 ? and distributed him until the Tribune Co. purchased Times Mirror in 2000 and put LATS features under the TMS umbrella.

Thomas usually supports President Bush in his column, but not always. And he does not always agree with official Republican Party views. "I have voted for conservative Democrats," he notes.

Are newspapers part of what some on the right consider the "liberal media"? Thomas replies: "My message to conservatives is 'come on in, the water's fine!'" He said newspapers are more fair than TV because they often allot space for opposing views.

Thomas, 61, does have some positive feelings about TV: He had a pre-1984 career in that medium, and currently hosts the Fox News Channel's Saturday-night After Hours show. And he finds some fault with newspapers. For one thing, Thomas believes many papers relegate faith-related coverage to the religion pages, and put only negative religious news (such as child abuse by priests) on Page One. "There are a lot of interesting religion stories not on the front page or not being covered," he says, while adding some papers do cover religion well.

The columnist usually receives 200 to 250 letters a month, with more than two-thirds arriving via postal mail rather than e-mail. One thing that helps him reach these everyday readers is his "plain-spoken and direct" opinions, says Connie Pollock, associate editor of Tribune Media Services International and Thomas' longtime editor.

TMS plans to throw Thomas a 20th- anniversary party April 22 during the American Society of Newspaper Editors convention in Washington, D.C.