Jason Kristufek’s We Media blog

There are several reasons I am writing this post today. The obvious reasons are recent posts by Mark Briggs, John Robinson and Seth Godin.

Another reason is the people in the newsroom and media company where I work. And yet another is the idea of breaking up the newspaper and go niche.

I like this concept, which is an adaption of all of the above that I read and have experienced: be the Mayor of Your Beat.

Not every reporter or journalist is wired the same, I get that. But I remember my days not so long ago covering cops in Ames, Iowa. There was not a thing that happened on the cops beat or in the court system that I didn’t know about. At least I like to think so. I believe I was the subject matter expert for crime in that small university town.

Not only was it my hard work, but a combination of skills that made me good at it. I also built a network of sources, had a pager, scanner, cell phone, text messages and all the sort to keep me connected.

Now take that example and apply it to journalistic terms today. It is different now. You, the journalist, need to be the one that applies your skills to your beat while at the same time being the Mayor of that beat. Take ownership of it. Your audience deserves it.

Some days that may require kissing babies and shaking hands. Other days it may mean digging your nose into something no good. Bottom line is you have an audience, and it is time journalists understand them and respond to them and when the time comes do what’s best for them and you.

 Still not with me? Take this example from Godin, who was speaking to a group of real-estate agents at the time.

In fact, I think this is an extraordinary opportunity for you.

Without a frenzy, without short-term competition, you can actually build assets that will pay off for the long run. I have two in mind:

The first is to become the expert in what you do. Which means micro-specialization. Who is the single-best agent for condos in your zip code? Or for single family homes for large families? Who is the one and the only best person to turn to if you’re looking for investment property in this part of town?

As I wrote in The Dip, you’re either the best in the world (where ‘world’ can be a tiny slice of the environment) or you’re invisible.

This means being Draconian in your choices. No, you can’t also do a little of this or a little of that. Best in your world means burning your other bridges and obsessing.

Are you ready to seize on this opportunity and be the Mayor of Your Beat? Let me know what you think.