We prove that for any real-valued matrix $X \in \R^{m \times n}$, and positive integers $r \ge k$, there is a subset of $r$ columns of $X$ such that projecting $X$ onto their span gives a $\sqrt{\frac{r+1}{r-k+1}}$-approximation to best rank-$k$ approximation of $X$ in Frobenius norm. We show that the trade-off we achieve between the number of columns and the approximation ratio is optimal up to lower order terms. Furthermore, there is a deterministic algorithm to find such a subset of columns that runs in $O(r n m^ω \log m)$ arithmetic operations where $ω$ is the exponent of matrix multiplication. We also give a faster randomized algorithm that runs in $O(r n m^2)$ arithmetic operations.