Hi Friends,

Even as I launch this today ( my 80th Birthday ), I realize that there is yet so much to say and do.
There is just no time to look back, no time to wonder,"Will anyone read these pages?"

With regards,
Hemen Parekh
27 June 2013

Tuesday, 23 November 2004


Dear Friend,

In his book “The New Positioning”, author Jack Trout gives example of the typical Sunday edition of the New York Times, which

  • Runs into 1600 pages
  • Weighs    10 lbs
  • Carrier     10 million words
  • Takes      18 days to read ( @ 500 words / minute x 18 hours / day ).

Compare this with a typical job-advt. In ASCENT ( Times of India ),  which could easily contain 150 to 750 words. Approx. 500 words per advt., on an average.

Thank God,  ASCENT has only 16 pages, each carrying, on an average 10 job-advts – a total of, say, 160 job-advts.

So, even at 500 world/minute, you would need 160 minutes (= 3 hours), to go thru all the advts. Carefully!

By the time you find those 3 hours, you would have next week’s ASCENT on your table !

But what you really “need to read” in a job-advt is

·     Employer Name---------------------------------( 2/3 words )
·     Posting City----------------------------------- --( 1    word )
·     Vacancy Title------------------------------------( 2/3  words )
·     Edu. Qualifications-----------------------------( 1/2 words )
·     Age ( Max.) --------------------------------------( 1   word )
·     Exp. ( Min ---------------------------------------( 1   word )
Total       8/11        word

These 11 words are all that you need to make-up your mind whether this job interests you or not.

After all, when you click “Apply Online”, it is merely expressing your interest to meet the recruitment manager concerned. At that stage there is no need to read 500 words.
( 2500/3000 characters ).

When you register at


You get a job-alert on your mobile which is just 160 characters ( 10/15 words). Just enough for your mind to cope with. Then to “apply online” just send form your mobile, an SMS

JAM <Job code> on 8484

Within seconds, we will email your resume to the job-advertiser.

With regards

Hemen Parekh

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