ASIDIC Spring Conference ‘Smart Content’ Uncovering the Value and Benefits of Semantic Technology Richard C. Fusco Director, Content Strategy – McGraw-Hill Information and Media Michael O. Lavitt Director of Online and Editorial Production, AVIATION WEEK James J. Hohman Vice President, Sales – Publishing, TEMIS Philadelphia, 23 March 2010

Copyright © All Rights Reserved - Slide 2 Enhancing user’s experience with semantic smart-linking  The Changing Landscape of Information Distribution  McGraw-Hill Steps Up to the Challenge  Aviation Week: A Solution that Flies

Copyright © All Rights Reserved - Slide 3 The Good Old Days?

Copyright © All Rights Reserved - Slide 4 The Good Old Days?

Copyright © All Rights Reserved - Slide 5 The Good New Days?

Copyright © All Rights Reserved - Slide 6 The Good New Days?

Copyright © All Rights Reserved - Slide 7 As Times Change, Pioneers Lead the Way The New Landscape

Copyright © All Rights Reserved - Slide 8  Exponential Information Growth  Wide – and Growing – Array of Delivery Platforms  Fragmented Audiences  Lower Barriers to Entry  Shaky Advertising Model  Expectations of Free Content … and if you don’t get it right… The New Landscape

Copyright © All Rights Reserved - Slide 9 The Price of Bad Decisions The New Landscape?

Copyright © All Rights Reserved - Slide 10 But Some ARE Getting It Right… The New Landscape

Copyright © All Rights Reserved - Slide 13  The McGraw-Hill Companies are organized around three Segments Information & Media Standard & Poor's Education  The Information & Media Segment is made up of four B2B operating units and a group of broadcast channels Aviation Week Platts McGraw-Hill Construction JD Power & Associates Broadcasting The McGraw-Hill Companies

Copyright © All Rights Reserved - Slide 14  Fundamental Changes in the Information Economy From supply driven to demand driven From information distribution to information consumption Information is ubiquitous Customers are empowered and evermore demanding  Publishing Challenges in Today’s Information Economy Intense competition from traditional & non-traditional information providers Time to market Increased customer demands for Interactivity, Contextualization & Community Flexible delivery channels and formats Evolving business model Narrower and deeper offerings External Reality: The New Information Economy

Copyright © All Rights Reserved - Slide 15 Content Agility & Digital Transformation  Text Mining is one of the core technologies in Information & Media’s digital transformation strategy  Content enrichment is used to enhance content agility across our businesses Helping to eliminate manual tagging and categorization. Used to interrelate domain specific content that is spread across disparate file systems and databases. It’s essential to mining tens-of-millions of pages of semi-structured and un-structured content for salable subsets and new product opportunities. Adds a layer of rich metadata that significantly improves search results, content navigation and information discovery Tagged content is being used to drive topic pages, micro vertical sites, content targeting and richer customer experiences. The McGraw-Hill Response

Copyright © All Rights Reserved - Slide 16 Platts  The leading global provider of energy and metals information and the world’s foremost source of benchmark price assessments in the physical energy markets  Platts produces and delivers more than 20K daily news flashes, price assessments and analytics products  Tagging Applications  Taxonomy development: Platts are using TEMIS’ Luxid® Information Analytics to build, test and refine its taxonomy structures of over 100K entities  Editorial content tagging: Content tagging web service is being integrated in a new content production platform  Platts will use TEMIS to mine the its content archives to identify new products, service lines and customer segments Content Tagging & Text Mining Projects

Copyright © All Rights Reserved - Slide 20 Aerospace & Defense  Leading supplier of aviation, defense & space technology information  Include news, analysis and intelligence in four magazines and three paid newsletters, databases of company information for aerospace manufacturers, airlines and providers of maintenance and other services  All this content is integrated on a paid information portal called AWIN  Tagging Applications  Going live with a feature that links tagged entities in articles to Organization and Program pages  Driving special reports on industry events and topics  Identifying new organizations and people mentioned in news articles  Categorizing content against a taxonomy  Linking to other relevant content from McGraw-Hill and possibly beyond  Increase the value proposition for our content Content Tagging & Text Mining Projects

Copyright © All Rights Reserved - Slide 21 Enriching Aviation Week Intelligence Network

Copyright © All Rights Reserved - Slide 22 Organization Links Go To WAD Database Listings

Copyright © All Rights Reserved - Slide 23 Program Links Go to Program Profile Pages

Copyright © All Rights Reserved - Slide 24  Knowledge Analytics can tell you what organizations are mentioned most frequently  Set reasonable expectations  Leveraged two internal resources and TEMIS experts to build Skill Cartridges™  Need adequate resourcing to build rules using regular expressions and variants How We Did It On AWIN

Q & A - Thank you! Richard C. Fusco Director, Content Strategy – McGraw-Hill Information and Media Michael O. Lavitt Director of Online and Editorial Production, AVIATION WEEK James J. Hohman Vice President, Sales – Publishing, TEMIS Philadelphia, 23 March 2010