My understanding is that James K is first and foremost the Director of the Social Market Foundation, a centre right think tank, rather than a journalist.
Which is why his writing is important as it comes from a desire to see the democratic process work, rather than just to see a byline. I would also guess that the use of the Spectator blog was to get his piece supporting Janice out quickly, and as a support for her subsequent article.
It worked, at least with the BBC, who I assume are watching the Tory leadership election with interest, not least because of the controversy over licence fees for the elderly.