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Often the first page readers turn to after the front page is the sports section. This is not a new interest. The oldest surviving printed news report in Europe is a sports story -- a 1470 play-by-play of an Italian tournament. The sports columnist may comment on players, owners, teams and community interest.

What should you include in a great sports column?

INSIGHT

Don't tell the reader what the average reader knows. Add knowledge of the player's background that is pertinent, the game's stats in perspective of the home team or other teams, the complexity of issues. A good sports columnist must be willing to invest the time necessary to get these added insights. This involves not only being a student of the sport but also spending time with the team in practice and pre-game.

FRESH LANGUAGE

Avoid sports cliches. Use technical terms sparingly. Never use jargon. You impress no one. Avoid a cheerleading or boasting tone.

Do use informal language with a conversational tone. You are developing a readership that enjoys talking about sports with you. Try to write as you would talk, one-on-one, direct and without pretense. They will grow to trust your insights, information and humor.

NEW PERSPECTIVE ON RECURRING EVENTS

Certain topics are likely to reappear year to year: How the referee stole the game, lack of school spirit and glorification of a player. Remember, without facts you are only keeping inuendo alive. Writing about the lack of spirit doesn't make it happen.Individual accomplishments need praise, but so do the team's action and coach's decisions. Don't be afraid to take the less popular stand, if you have a conviction that it is right.

ACTIVE VOICE

Avoid state of being verbs. Sports is action. Reflect this in your choice of active, vibrant verbs.

CONSIDER AUDIENCE

Who are your readers? Are they interested only in varsity boys' sports? How many of them are more interested in lifetime sports (golf, tennis, etc.) or outdoor recreational sports (fishing, hunting, hiking, biking, etc.)? When choosing topics for columns, write to the interests of your readers.

HUMAN INTEREST

A sports column should be more than a recant of facts and stats. The score box is a quicker reference for that information. As a columnist, you must provide that additional insight the fans at the game didn't get. People like to know of success more than failure, thus you have the opportunity to write "good news" journalism. It doesn't hurt to mention the opposing team. Not all great column topics belong to the home team.

This column is for an exchange of ideas and dialogue about daring to meet challenges, not a podium for whining.