Op Eds are a common genre in both local and national newspapers. The name stands for "opposite the editorial page" (though until recently I, like many others, thought it meant "opinion-editorial"). Writers seeking to reach an audience that is a bit broader than a particular person or group of people you could simply write a letter or give a speech to are sometimes able to gain space to publish in appropriate publications. Generally, the writer will claim some particular expertise on the subject or that they are directly impacted by the question at hand (ethos).