My grandparents recently sent your article, "What every graduate needs to know: How to find a job," from the June 1 edition of The Milwaukee Journal. Since I just graduated in marketing from Illinois State University, I was very interested. My question concerns your comments regarding the business section of the newspaper. How exactly does one take advantage of this section? For example, how does the announcement that someone has been named the head of the new division mean an opportunity for someone looking for a job? -M.W.
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Dear M.W.,
The business section of the newspaper can be a gold mine for creative opportunists. The precious information you seek is not on the surface but between and behind the words and stories. As a marketing graduate, the dig could be especially rich in job leads. For example, if Jim Thompson is announced as the new head of marketing for Acme Services, who is moving up to take his old job? What about the job he or she has similarly vacated? Somewhere down the line a hole is likely to need filling. If a new division has been created, there's a good chance the company will be looking for outside expertise to help it start functioning quickly.

This frequently signals a growth area for the company or a new direction. A savvy, experienced applicant has a golden opportunity. The letter you write could describe some of the needs and concerns you faced in similar circumstances and the talents you used to produce favorable results.

Research the company by calling the personnel department to get a copy of the annual report. This is available at some local placement offices, too. The library has an untapped wealth of information on companies.

Once you have a bigger picture of the company's direction, your letter can be a direct hit on the company's needs.

Another approach might be to write the newly appointed manager and ask for an informational interview. Follow up with a call in a week. Ask the manger if you could spend some time discussing his or her career and how he or she got the new job. The glow of the new promotion will probably make its recipient willing to reflect on how it was achieved. Get'em while they're basking in the recognition! Although you aren't formally asking for a job, you will be scrutinized as a potential candidate. Be prepared with good questions and look professional. I know more than one person who has acquired a job this way.

Here's another idea. If you read about a marketing approach a company is using (or you can figure it out by the advertising they use) and you have something to offer along the same line, write a letter saying so. Perhaps you can see a weakness you can remedy. But be careful here. No one likes to be told their approach is lousy. Always couch your ideas in positive, enthusiastic language - never critical.

Read the business section regularly. You'll soon become aware of trends in the competition, the economy and business climate. This is very useful when writing a marketing letter to sell yourself.

If you show a keen awareness of the challenges the company faces, they'll be more willing to call you for an interview. You'll certainly be head and shoulders above most recent graduates who often don't even know what product the company sells. Scan the pages for small businesses that might be willing to let you work for free, just to get some business experience.

Be on the lookout for open houses, seminars, public speeches, and ground breaking by people and organizations you want to know more about.

Notice the community organizations for which business leaders volunteer. If you've targeted a certain company, and one of its key executives chairs a committee in which you're interested, it might be worth getting involved.

I've only scratched the surface. The hidden jewels and golden opportunities are there for those clever enough to find them.