Why bother, right?

Why have our reporters write beat-by-beat breakdowns of what the key stories and issues for the Des Moines business community will be in 2012?

It’s all going to come to an end anyway on Dec. 21, 2012, when the Mayans predict that … OK, I’m not doing this. I just can’t.

I’m not going to force on you another “End of the World” beginning of 2012 apocalypse column. This is coming out on Jan. 6, and by now you’ve probably been beaten over the head with five-plus days of 2012 apocalypse jokes.

Hell, er, heck (just in case), I’m still waiting for the rapture that has twice failed to come on its predicted night – though for me, the Packers (Bears fan), Cardinals (Cubs fan) and Gene Chizik’s Auburn Tigers (ISU grad), all winning championships in the same year sure seems like a bad omen.

So on with it, then, and I promise this week’s look at 2012 will at least be useful for 11 months and 20ish days.

(Last joke, I swear.)

As we look ahead to the next year and put last year’s change behind us, I want to share with you a few things we have on the docket to tackle in the new year.

One thing you’ll be seeing more of is our reporters, both out in the community and in the paper. Each reporter has three or four beats, and our goal is to have you know which reporter is covering your industry, so that when you have a story idea, you know exactly whom to go to. You might have seen our “Industry Report” feature on the technology, transportation and manufacturing beats. You’ll see more for other beats in 2012.

We’re also in the process of exploring quite a few design updates for our print product. Some of our fonts will be changing, and many of our regular features will be getting much needed makeovers.

Also, if you want the Business Record on your smartphone, we’re working to produce an application for that as well.

We have some other changes in the works, too, and I’m personally excited to help see them to fruition.

So what will 2012 hold?

Is this the year downtown’s office space issue begins to fade away? Will Google Plus thwart Facebook (and your marketing plan)? Will farmland prices continue to climb?

Only the Mayans know (sorry), but one thing we do know is you and your businesses will once again fill our pages with news.

If you have something new or interesting in the works, never hesitate to reach out directly to me or our reporters. We’re always looking for ideas, trends and news items.

We start this year off with a look at the storylines of six industries, and we’ll sprinkle in a look at the remaining five industries in the coming weeks.

And if it all ends on Dec. 21 … well, never mind our new 300,000-square-foot underground bomb shelter stocked full of maize.

We hear global crises can be good for corn prices.

Hey, it’s just good business.