Perception, especially in politics, is as important as reality. The way people feel and what they see really counts.
So the news that Mayor of London Boris Johnson is to carry on writing his Telegraph column worries me. I've said I think he should stand down as MP for Henley ASAP (especially given the disasterous LibDem candidate selection decision) and let another fight the by-election. I don't think he should write newspaper columns regularly either.
It doesn't matter if he has the spare time to do it on a Sunday or otherwise. It's the message it sends.
He wants to say, "I'm a full time Mayor, I am working all day to make the City better for you." This move doesn't say that. Come on, Boris, speaking as someone who has read your column year after year, it's time to hang up the pen and get on with enacting your excellent manifesto.