Financial Times applet:

1. Applet resides in user's calendar.
2.  User schedulesmeeeting with Joe Smith.
3. Clicks button, applet retrieves thumbnail bio infomration about Joe
4. Smith.
5.  Links to information about his company such as financial statement, recent news (Nexis), corporate structure, litigation (Lexis) etc.

Information is accessible because easy to get to.  Targeted because it is information pertinent
to meeting.

Reed Elsevier makes money because easy to get first piece of information.  Getting first piece results in more information being requested (on average 3x multiplier).  It is a means to sell, and then to cross-sell.