More than being conversant on a particular subject because you've read so many books and attended dozens of programs or classes, this is reading for several reasons. It's also critical reading, reading for more than the superficial content. It's reading for the deeper information that's just sitting there waiting to be exploited by whoever chooses to see it.

Have you read the newspaper recently? No, I don't mean speed reading for the sake of saying you're up to date on the general news. I mean have you read the newspaper on a particular topic? Did you notice who was named in the article and what their position is? No doubt that person was quoted in some way. Their insight could be the stepping off point to getting some inside information about where you want to go. One recruiter was astounded at the names that could be found by simply reading the TV Guide.

Another thing that is rather subtle as you read the news[paper] is the information that you gain about the company. (You really need to make a habit of reading the Business section of the paper each day.) The stories talk about current decisions the company's made. A good reporter will talk about why the decision was made and who the decision makers were.

The Business stories will also yield information about the company's current economic situation which will in turn provides useful insight into whether the company is expanding or contracting its workforce and where. That tells the recruiter where the hiring needs will be. It also tells the job seeker where the jobs will be opening or where the fruit is essentially picked.

There's lots more to gain from critically reading an article. Who was quoted or mentioned? What's their department? Who do they influence or who influences them? Take a look at today's news and see if you can pick out those pieces of information. What else is buried in that article that wasn't touched on here? Very possibly quite a bit.

Reading can not only help you prepare for the interview but also get some leads about who to contact for more information or setting up an informational interview. Those passive networks, the ones available through reading information about some aspect of the company, are priceless when you cultivate them. There's more than just the superficial information.

It's hard to understand why some people don't see the richness of some articles. It's astounding when some people feel you use a crystal ball in order to divine information to propel your career (business). There's no crystal ball, unless you consider the writer's mouse just that.

Speaking of leads, maybe we should send all the writers of business articles a thank you note to acknowledge the profound help they've provided in generating business and career leads for us!