They’re writing about something someone wants to read. But more specifically, they’re writing about something that other people are going to be passionate about. What is great about the technology powering blogs is that those people, and their passion, are all easily connected. But what are they connect by?
Your blog. And because of that, you are now the leader of a tribe. People will come to you everyday to see what you have to say. They will post comments and interact with each other under your articles. You will interact with them. Congratulations, you have now participated in the new phase of journalism.
As a journalist, your beat is your idea. You already have what people want to read. For example, you may work in Baltimore and cover the Orioles beat for any of the local newspapers. There is your blog. Put as much up as you can: any interaction with players, notes from games, inside information, opini0ns and a healthy amount of links back to your employer.
Everyone, especially you, will be happy.