Case Study

NBAA, Business Aviation Insider Magazine

The National Business Aviation Association (NBAA) is the leading organization for companies who turn to general aviation aircraft to drive success for their business. NBAA’s flagship publication and member-only benefit, Business Aviation Insider is delivered to a targeted group of more than 26,000 business aviation professionals.

Bates Creative spearheaded Business Aviation Insider’s redesign into a robust, bi-monthly magazine and coincided it with the launch of its digital edition in 2015.


  • Content Strategy
  • Magazine Redesign
  • Digital Discovery and Strategy
  • Mobile App Design and Development


  • FOLIO: Eddie & Ozzie Awards
  • Azbee Awards
  • min Editorial and Design Awards

Since 2014, we have relied on Bates Creative for a range of services, from a comprehensive redesign of our printed magazine, to the design and ongoing production of our magazine digital editions and mobile app, to a website redesign that is still in progress.

Amy Freed Stalzer, Editorial Director

Business Aviation Insider Magazine Redesign

NBAA began the process of revitalizing Business Aviation Insider by tapping Bates Creative to do an in-depth magazine critique. Bates Creative reached several conclusions about the magazine’s current state and what NBAA could do to transform its publication into a valuable resource for members. Bates Creative ultimately advised that a magazine redesign was needed to align with the expansion of the magazine.

Bates Creative recommended establishing a structured yet dynamic layout with a consistent grid structure to deliver the magazine’s content in a more proficient way. Bates Creative worked with NBAA to shift its publishing strategy by considering how the issue’s content will evolve or change for its anticipated digital issue.

To set the tone for the magazine, Bates Creative designed a new nameplate that is unique to NBAA and its members. Each cover features a clean, photograph-driven design with a chosen pop-color that complements the colors displayed in the featured image. The interior of the magazine showcases custom illustrations, compelling photography and close crop compositions to tell the stories in a captivating way. Bates Creative crafted a modernized kit of serif and sans serif fonts to help inform readers of content hierarchy and editorial type.

Within the first six months of the redesign, nearly 70 percent of survey respondents said they consider Business Aviation Insider a must-read magazine due to its rich content and forward thinking solutions for obstacles within the industry.

Business Aviation Insider Mobile App

NBAA’s research indicated that a large percentage of its members owned tablet devices due to their on-the-go lifestyle. With these member insights, NBAA understood that channeling content through a mobile app aligned with its members’ consumption patterns.

NBAA made the decision to adopt Adobe Experience Manager Mobile (formerly Adobe DPS) as its new platform for the digital edition of the magazine to coincide with the launch of the print redesign.

During the initial magazine critique, Bates Creative recommended that NBAA introduce a digital-exclusive feature to the digital edition to position the app as a valuable member resource.

The Business Aviation Insider app also leverages AEM Mobile’s browse page feature—an opening app screen that acts as a “content storefront”—to connect the publication’s other branded resources with its in-app magazine content. Because Business Aviation Insider is a member-only benefit, its app’s public-facing browse page offers gated content that is exclusive to members as well as public information about NBAA to entice prospective members to join the association.

Six months after launching Business Aviation Insider’s digital edition, the app garnered 89 thousand content views. Additionally, readers are spending an average of 13-14 minutes interacting with the app each month.

Bates Creative continues to serve as the design team behind the Business Aviation Insider app, creating each digital issue and advising NBAA on new ways to advance and evolve its app for members.

Bates Creative offers us the perfect blend of creative expertise, practical knowledge and strategic thinking, to help bring our association’s content to life, engage our readers and underscore the value of NBAA membership.

Amy Freed Stalzer, Editorial Director