documentclass{article}
usepackage{array}
newcolumntype{$}{>{globalletcurrentrowstylerelax}}
newcolumntype{^}{>{currentrowstyle}}
newcommand{rowstyle}[1]{gdefcurrentrowstyle{#1}%
  #1ignorespaces
}
renewcommandrmdefault{ppl}
begin{document}
begin{tabular}{$l^c^r}
rowstyle{fontfamily{put}selectfontbfseries}
a & a & a \
b & b & b \
c & c & c \
end{tabular}
end{document}