The Tmes provides the platform. If the NY Times were to allow Coach Floyd a guest column on NCAA D1 transfer policy for college basketball it 1) will get larger viewing 2) get larger response 3) there sometimes...sometimes, a paid transaction between the provider and the party or parties who penned the "guest column". But its done because the platform provides the larger base and has been done since print was created.
But with coaches, like Floyd, it's easier to attack or BS the media.