Smithsonian
Smithsonian Magazine is the flagship consumer publication of the Smithsonian Institution, delivering subscription-based editorial coverage of history, science, arts, culture, and travel via website, email newsletters, podcast, video, and quarterly print to a national general-interest audience.
- Company typePrivate
- Founded1846
- HeadquartersWashington, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Smithsonian does
Smithsonian Magazine is the flagship consumer publication of the Smithsonian Institution, a federally chartered trust instrumentality of the United States established in 1846. Operated as a digital-first media product headquartered in Washington, D.C., the magazine delivers in-depth editorial coverage across history, science, innovation, arts and culture, travel, and institutional news, organized into website verticals (Smart News, History, Science, Innovation, Arts & Culture, Travel, At the Smithsonian) and supported by daily, bi-weekly, and monthly email newsletters, a podcast series ("There's More to That"), video content on YouTube, and a quarterly print edition. The Smart News section alone spans over 1,100 pages of editorial content. Underlying technology consists of a content management and digital publishing platform with Salesforce Marketing Cloud integrated for newsletter distribution and subscriber management.
The publication serves a horizontal consumer audience segmented into five primary personas: history enthusiasts, science and nature readers, arts and culture consumers, travel enthusiasts, and the Smithsonian community (members, museum visitors). The business model is subscription-recurring: the company sells individual and gift subscriptions with annual billing cadence, drives acquisition through content marketing, promotional incentives (e.g., free tote bag with subscription), and an annual photo contest, and captures additional revenue via cross-promotion into the Institution's commercial ecosystem (Smithsonian Journeys travel, Smithsonian Store e-commerce, Smithsonian Books, Smithsonian Channel). The magazine is wholly owned by the Smithsonian Institution and functions as a content and audience engine for the parent organization's broader public-mission mandate.
Smithsonian firmographics
Firmographics- Name
- Smithsonian
- Legal name
- Smithsonian Institution
- Website
- https://smithsonianmag.com
- Company type
- Private
- Founded year
- 1846
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Smithsonian Magazine is the flagship consumer publication of the Smithsonian Institution, delivering subscription-based editorial coverage of history, science, arts, culture, and travel via website, email newsletters, podcast, video, and quarterly print to a national general-interest audience.
- Ownership category
- akta.pro rank
Smithsonian industry classification
Industry- Product category
- Magazine Publishing
- NAICS
- Newspaper, Periodical, Book, and Directory Publishers (5131)
- SIC
- Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- Arts, Culture & Literary Magazines (MPAJAEAN)
- akta.pro secondary industries
- Science, Technology & Gaming Magazines (MPAJAEAL), Travel & Outdoors Magazines (MPAJAEAH)
Keywords
Where Smithsonian is headquartered
LocationHeadquarters
- HQ city
- Washington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Smithsonian business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Magazine Subscriptions: The primary revenue stream comes from magazine subscriptions, both print and digital. The magazine offers individual subscriptions with promotional incentives like free tote bags, as well as gift subscriptions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Standard subscription with promotional incentive |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Smithsonian product offering
Product offeringCore offering
Smithsonian Magazine is a monthly digital-first publication covering history, science, arts, culture, innovation, and travel, available through a website, email newsletters, podcast, video, and print editions. The core product is the magazine subscription (both print and digital), with content organized into themed sections and supported by promotional incentives such as free gifts with new subscriptions. Additional offerings include the "There's More to That" podcast, video content, an annual Photo Contest, a membership program, Smithsonian Journeys curated travel experiences, and the Smithsonian Store e-commerce.
Product overview
Smithsonian Magazine operates as a digital-first publication delivering content across multiple channels including web, email newsletters, podcast, and video. The core product encompasses the magazine website featuring sections on Smart News, History, Science, Innovation, Arts & Culture, and Travel. Supporting products include email newsletters powered by Salesforce Marketing Cloud, the "There's More to That" podcast series available on Apple Podcasts, Spotify, and other platforms, video content distributed via the website and YouTube, the annual Smithsonian Photo Contest, a membership/subscription program, Smithsonian Journeys (curated travel experiences), and the Smithsonian Store (e-commerce).
Differentiator
Problem solved
Functional benefit
Brands
- Smithsonian Magazine: The flagship publication of the Smithsonian Institution covering history, science, arts, culture, and travel.
- Smithsonian Channel
- Smithsonian Journeys
- Smithsonian Store
- Smithsonian Books
- There's More to That
Products and services
- Smithsonian Magazine Smithsonian Magazine is a monthly print and digital publication covering history, science, arts, culture, innovation, and travel, available via website (smithsonianmag.com) with content organized into sections including Smart News, History, Science, Innovation, Arts & Culture, and Travel. Subscriptions are available with promotional incentives such as free tote bags.
- Smithsonian Magazine Newsletters Email newsletters including Daily, Travel & Culture (bi-weekly), History (bi-weekly), Science (monthly), and At the Smithsonian editions, powered by Salesforce Marketing Cloud. The newsletters deliver curated Smithsonian editorial content directly to subscribers' inboxes across different content verticals and cadences.
- There's More to That Podcast Smithsonian Magazine's podcast series hosted by Ari Daniel, covering history, science, and culture through journalist interviews and rich storytelling. Available on Apple Podcasts, Spotify, Google Podcasts, and Amazon Music, with PRX serving as the hosting and distribution platform.
- Smithsonian Magazine Videos Video content covering national treasures, historical mysteries, animal facts, scientific explainers, and fabulous finds, including featured documentaries and editor's picks across science, history, travel, innovation, and At the Smithsonian categories. Available on the Smithsonian Magazine website and the Smithsonian YouTube channel.
- Smithsonian Magazine Membership Subscription-based membership program offering digital benefits, exclusive content access, and member-only login for qualifying Smithsonian Magazine subscribers.
- Smithsonian Journeys
Quantifiable outcome
- Daily newsletter delivery to subscribers
- +1 more outcomes
Companies that use Smithsonian
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles2 records
Smithsonian technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Smithsonian partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Smithsonian competitors and assessment
Company assessmentDirect peers
- Discover Magazine: Consumer science magazine covering scientific research, technology, and nature. Overlaps with Smithsonian Magazine's science and innovation sections in subject matter and subscription model.
- National Geographic: Monthly consumer magazine covering history, science, culture, and exploration — the closest direct competitor to Smithsonian Magazine in subject matter, audience, and subscription-based multi-platform model. Both brands are anchored to major scientific/educational institutions.
- The Atlantic: Subscription-based magazine covering culture, ideas, science, politics, and the arts with a similar educated, curious readership. Operates a comparable digital-first, multi-channel subscription model with newsletters and podcasts.
- Scientific American: Subscription-based monthly magazine covering scientific discoveries, nature, and innovation — directly overlapping Smithsonian Magazine's science and nature editorial sections with a comparable educated consumer audience.
- Archaeology Magazine: Bimonthly consumer magazine dedicated to archaeology and cultural heritage. Directly competes with Smithsonian Magazine's history and archaeology coverage for the same enthusiast reader segment.
- Mental Floss: Digital-first publication covering history, science, and culture with an accessible, list-driven voice. Competes for the same casual-but-curious reader seeking entertaining educational content.
- Conde Nast Traveler: Subscription-supported travel publication covering destinations, culture, and heritage travel. Direct overlap with Smithsonian Magazine's Travel section and Travel Enthusiasts reader segment.
Broad incumbents
- Smithsonian Channel: Television network and streaming property of the Smithsonian Institution covering history, science, and culture documentaries. Operates in the same editorial ecosystem as Smithsonian Magazine and competes for the same audience's attention, while also serving as a complementary content distribution channel.
- PBS: Public broadcaster producing educational programming across history, science, arts, and culture. Reaches a broadly comparable audience through digital video, and competes with Smithsonian Magazine's video and podcast extensions.
Emerging players
- Audubon Magazine: Subscription magazine from the National Audubon Society covering birds, nature, and conservation science. Adjacent overlap with Smithsonian Magazine's nature and science coverage through a comparable institutionally-anchored brand and membership-driven model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Smithsonian social profiles
Digital presenceSmithsonian financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smithsonian leadership team
Management profileNumber of profiles
Smithsonian subsidiaries and ownership
Company hierarchySubsidiaries18 records
Smithsonian funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smithsonian M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Smithsonian
What does Smithsonian do?
Smithsonian Magazine is a monthly digital-first publication covering history, science, arts, culture, innovation, and travel, available through a website, email newsletters, podcast, video, and print editions. The core product is the magazine subscription (both print and digital), with content organized into themed sections and supported by promotional incentives such as free gifts with new subscriptions. Additional offerings include the "There's More to That" podcast, video content, an annual Photo Contest, a membership program, Smithsonian Journeys curated travel experiences, and the Smithsonian Store e-commerce.
Is Smithsonian a public or private company?
Smithsonian is a private company. It is classified as state government owned and is currently operating.
When was Smithsonian founded?
Smithsonian was founded in 1846. It employs 1 to 10 people.
Where is Smithsonian based?
Smithsonian is headquartered in Washington, United States, in the North America region.
How does Smithsonian make money?
One revenue line is on record: magazine Subscriptions.
Who are Smithsonian's main competitors?
Direct peers on record are Discover Magazine, National Geographic, The Atlantic, Scientific American, Archaeology Magazine, Mental Floss and Conde Nast Traveler. Broad incumbents are Smithsonian Channel and PBS. Audubon Magazine is listed as an emerging player.
Does Smithsonian have an API?
No public API is recorded for Smithsonian.
What industry is Smithsonian in?
Smithsonian's product category is Magazine Publishing. Its primary akta.pro industry code is MPAJAEAN, Arts, Culture & Literary Magazines, with a secondary code of MPAJAEAL, Science, Technology & Gaming Magazines. Its NAICS code is 5131 and its SIC code is 2721.