I wanted to display in Mala info based on the emu used (controller configuration for example) instead of info based on specific games. Here's how i made it work:
Mala -> Options/Configuration -> Controller -> Keyboard -> External Applications
Under App#1 i choose Other Emu and set I as key (pressing this key will display in my case a card of the controller layout, specific to the emulator i want).
Next to it i type:
G:\PROGRAM FILES\QUICKTIME\PICTUREVIEWER.EXE F:\emulate2\Mala\Instructions\%emu%_CONTROLLER.jpg
Let me explain how this line works: first of all i use Quicktime Picture Viewer to display images. You can substitute your own viewer, or even Notepad if you want to display text files, or Acrobat Reader if you want to display pdfs, e.t.c.
I made a folder called Instructions in my Mala folder and i placed there images of the controllers for each emulator used. NOTE: the name of the emulator before "_CONTROLLER.jpg" MUST match the name of the emulators defined in Mala.
So if i go to my Super Nintendo layout and press I, Mala will read the name of the emulator defined ("SuperNintendo" in my case) and using the %emu% variable will check into the Instructions folder and display the specific controller: SuperNintendo_CONTROLLER.jpg
Using the %emu% variable you can display anything related to a specific emulator, from instruction cards to specific controller layout of your system.
You can use the same technique to display additional data whenever you choose a rom by using the %rom% variable instead.