Presentation by Mike Lavitt, Director, Editorial & Online Production, Aviation Week/McGraw-Hill, at Smart Content: The Content Analytics Conference, October 19, 2010, http://smartcontentconference.com

1. Enriching the Aviation Week
Intelligence Network
October 19, 2010
Mike Lavitt
Director, Editorial & Online Production

2. 2
How Aviation Week Used To Present Its Brands

3. 3
AWIN: Paid Premium Content In 2010
• Brands are still
important
• Market-focused
Channels are vital
• The real value is
how we integrate
and link content
• Helping our
customers find the
information they
need

4. 4
Content Agility & Digital Transformation
Text Mining is one of the core technologies in Aviation Week’s
digital transformation strategy
Content enrichment is used to enhance content agility across
McGraw-Hill’s Information & Media segment
• Reducing manual tagging and categorization
• Increasing efficiency and consistency
• Linking domain specific content
• Mining semi-structured and un-structured content
• Increasing website stickiness and customer retention
• Improving navigation and information discovery with deeper
meta data
• Enabling topic pages and providing richer customer
experiences.

5. 5
How We Use TEMIS To Enrich AWIN Content
Entities are
classified in two
broad classes:
• Organizations
• Programs

6. 6
Organization Links Go To Database Listings
World Aerospace Database
• 21,000 organizations
• 69,000 personnel
• 150,000 products and
services

7. 7
Program Links Go To Program Profile Pages
F-35 Joint Strike Fighter
Program:
• 2,900+ Articles
• 300+ Suppliers
• System Specifications
Coming In 2011:
• Fleet Listings

8. 8
How We Did It On AWIN
• Luxid® Information Analytics can
tell you what organizations are
mentioned most frequently.
• Set reasonable expectations
• Leveraged two internal resources
and TEMIS expert to build Skill
Cartridge™
• Need adequate resourcing to build
rules using regular expressions
and variants

9. 9
What’s Next?
• Develop taxonomies that
will build greater value
• Mine our own content to find
and update organizational
data
• Add more people to
database and make them
easier to find
• Use Luxid® to expand on
the 60 aircraft/engine
programs we now track
• Your ideas …
Credit: MARK GREENBERG/VIRGIN GALACTIC

10. Thank you.
Michael O. Lavitt
Director, Editorial & Online Production
Aviation Week
2 Penn Plaza
New York, NY 10011
(212) 904-6782
mlavitt@aviationweek.com