Museums cannot ignore the importance of digital publishing and the impact it has on the organization’s content strategy. In this paper, Rachel Craft, Director of Publishing and Media at the Indianapolis Museum of Art, Indianapolis, IN and Sarah Hromack, Digital Content Manager at the Whitney Museum of American Art, New York, NY will consider the practical and theoretical implications of developing online publishing projects through disparate approaches while making an argument for institutionally-generated publications as a valuable means of engaging wider audiences. - Chris Unitt