Using match in modeline?

I have this command to highlight columns in my vimrc, and I would like to transform it to modeline:
:au BufWinEnter *.colorize let w:m1=matchadd('ErrorMsg', '\%<39v.\%>20v', -1)

I have tried this, but it doesn't work:
vim:match ErrorMsg '\%<39v.\%>20v'

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