The trick is that cells don't have formatting: that belongs to the range
within the cell, eg

   Dim pTable as Word.Table
   Dim pR1 As Word.Range
   Dim pR2 As Word.Range
   Dim pColumn as long
   Dim pRow As Long

   Set pTable = Selection.Tables(1)

   For pColumn = 1 to pTable.Columns.Count
       Set pR1 = pTable.Cell(2, pColumn).Range

       for pRow = 3 to pTable.Rows.Count
           Set pR2 = pTable.Cell(pRow, pColumn).Range

           With pR1.Font
               pR2.Font.Bold = .Bold
               pR2.Font.Color = .Color
               pR2.Font.Size = .Size
               :    [there are lots of properties you might want to set...]
           End With
       Next
Next

But what's the point of inserting the row? -- The row you insert will
inherit the format from the row above, so why not use that?