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Using Integrated Publishing to elevate Smithsonian's Content Marketing Game

About Smithsonian’s National Museum of the American Indian

A diverse and multifaceted cultural and educational enterprise, the National Museum of the American Indian (NMAI) is an active and visible component of the Smithsonian Institution; the world's largest museum complex. NMAI cares for one of the world's most expansive collections of Native artifacts, including objects, photographs, archives and media covering the entire Western Hemisphere. Their award-winning membership magazine, American Indian Magazine, is a quarterly publication distributed to 50,000 members.

For the past sixteen years, Perceptible has been working with NMAI to design and produce their printed American Indian magazine. In 2008 NMAI wanted to provide an online version of the magazine free for their members.

NMAI website on multiple screens
Deliverables Provided

Quarterly design and production for the NMAI magazine

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Complete design and development of new website

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Custom Drupal 8 installation and configuration

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Creation of the new NMAI e-magazine and iPad App

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Proactive project management of workflow and budget

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Strategy

The NMAI magazine is a key benefit for museum members. Taking the magazine online brought this award-winning quarterly magazine to a much larger national and international community. This integrated publishing strategy provides museum members with a beautiful keepsake magazine and the ability to review current and past magazine content on any online device.

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Content

The NMAI magazine engages its readers with diverse articles about the fascinating and often overlooked histories of Indigenous nations and the contemporary challenges facing Indigenous peoples across the Western Hemisphere. NMAI magazine's inspiring and enlightening stories are illustrated with glorious photography. The magazine is designed to bring these stories to life through imagery and layout.

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Technology

The NMAI magazine is published as an e-mag and can be downloaded from the iTunes store or from the newly updated NMAI magazine website, built on the robust Drupal 8 platform. Searchable stories and images from each issue are available on the responsive website, ensuring readers can access the magazine on any device, anywhere in the world. All issues published prior to the move to digital were added into an archive as searchable PDFs to bring life to historical content and introduce it to new generations.

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Measurable Results

All award winning NMAI magazine issues are now available online. Physical publications, e-magazines and online stories deliver content seamlessly, regardless of the reader's device. This new digital paradigm will foster the growth of new audiences and reinforce the value of the magazine with existing subscribers.

NMAI website back issues screenshot