How the hell are job applicants supposed to "know our audience"? The whole point of the process is that neither of us knows anything about the other.
And no; we can't rely on something like "it's a small company" (there are small companies where everyone's too busy to read cover letters, or doesn't care about them), or "they say they genuinely care about cover letters" (that's about as reliable as the list of qualifications, and we all know how idiotic those can often be).
We would all be better off if we could relegate that "getting to know you" part of the hiring process to the interview. It's a relic of a time when applying for a dozen or so jobs would be likely to get you hired, so you could justify putting in a solid hour or so of effort crafting an individualized cover letter for each one.
And no; we can't rely on something like "it's a small company" (there are small companies where everyone's too busy to read cover letters, or doesn't care about them), or "they say they genuinely care about cover letters" (that's about as reliable as the list of qualifications, and we all know how idiotic those can often be).
We would all be better off if we could relegate that "getting to know you" part of the hiring process to the interview. It's a relic of a time when applying for a dozen or so jobs would be likely to get you hired, so you could justify putting in a solid hour or so of effort crafting an individualized cover letter for each one.