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Adopting a Long Tail Web Publishing Strategy for Museum Educational Materials at the Smithsonian American Art Museum
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, Smithsonian American Art Museum, United States

EdMedia + Innovate Learning, in Vancouver, Canada ISBN 978-1-880094-62-4 Publisher: Association for the Advancement of Computing in Education (AACE), Waynesville, NC

Abstract

The Smithsonian American Art Museum has adopted a long tail strategy of Web publishing. The paper describes the emergence of Web 2.0 as a precipitating factor, outlines the long tail strategy, and details the main components of the museum's long tail strategy. The long tail strategy aims to engage niche markets. While the k-12 educational market is large, it is one of many constituent groups served by the Smithsonian. How the museum integrated educational content into a long tail web publishing model is described.

Citation

Dowling, S. (2007). Adopting a Long Tail Web Publishing Strategy for Museum Educational Materials at the Smithsonian American Art Museum. In C. Montgomerie & J. Seale (Eds.), Proceedings of ED-MEDIA 2007--World Conference on Educational Multimedia, Hypermedia & Telecommunications (pp. 1444-1449). Vancouver, Canada: Association for the Advancement of Computing in Education (AACE). Retrieved April 22, 2019 from .

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