Question: This one has bugged me just enough to post this.. So imagine we are getting a row from the database on a custom table like so:

```
$row = $this->getCollection()->addFilter('quote_id', 1)->setPageSize(1)->getFirstItem();

```

This is all okay - and I can pull through the entire array using:

```
$row->getData();

```

Which produces:

```
Array ( [entry_id] => 15 [quote_id] => 1 [custom_column] => it works [created_time] => 2014-02-05 21:10:53 )

```

I can even get a single column by passing the column as a parameter:

```
$row->getData('custom_column');

```

But here comes the weird part for me - when I try to do this using the other technique - it cannot pull it through:

```
$row->getCustomColumn(); // DOESN'T WORK

```

Now this is strange seeing as I can pull through other columns:

```
$row->getEntryId(); // works - where is the logic?

```

Can anyone shed light on why this is? Or if the answer is out there please reference it by all means. Thanks

Answer: 
Probably `getCustomColumn()` is a real method of your model.
The problem behind this is likely due to the fact that the attribute itself is not used in the product listing:

`Catalog/Attributes/Manage Attributes` and select your attribute, make sure that `Used in Product Listing` is set to yes. Then run a reindex & cache refresh and you should be able to call it like you're currently trying to do.