15 years ago all the postings were in newspapers where we were paying per line. Today we have no such pricing scheme to worry about. To that end, you do want to be a bit more detailed with your posted need. We advise that you open with a few lines on the company and the reason for the opening, followed by up to 8 lines that describe the role and responsibilities. Thereafter provide the required skills and experiences, ideally in bulleted format as it is easier to read. Lastly, describe your compensation and benefits offerings, followed by how to apply and what information should be included with the cover letter. It should all fit on one 8×11 page in 12 pt. font.