Five or six columns is best as it becomes more flexible. There are more lines to use as guides and line text and images up with. Stretching images to bleed. Not all text has to be in the same column layout... some could be across the page whilst some is split into three columns for example.
Get the text into a font, size and weight with appropriate leading that is readable first before using the remaining space in which to place the image.
Remember tools that can be used to make/gain space; line space, indent, font, weight, leading etc
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