Obtaining Freedom
Photo Credits - Natalie Owen Photography
After years of grinding through underpaid editorial‑assistant roles and the burnout of high‑volume digital work, Eve Smallman left the conventional journalistic space behind. In its place, she created The Notts Edit. A small, local magazine that lets her reclaim creativity, independence and a deeper connection to the city she feels so fondly for.
Just like her home city of Nottingham, Eve Smallman always had writing at heart. “I always wanted to be a writer,” she says. And, by the age of 16, she already had two audiobooks published, yet decided journalism offered a more realistic career path. Early work experience at the Birmingham magazine Nubi and a degree in journalism at Nottingham Trent University set her on a path that would eventually lead to something entirely her own.
Though she tried news, Eve’s heart leaned toward lifestyle content. “I never found news writing fun personally,” she explains. When at Archant, the UK’s 4th biggest local newspaper distributor, Eve discovered her eye for style while curating home product pages, which paved the way for her career. Early roles also taught the 28-year old’s resilience. “I realised I wasn’t as good as I thought, and I needed to take criticism as a good thing.” She also learned not to settle for unfair treatment or low pay. These are lessons that would underpin her leap into entrepreneurship.
The Nottingham Trent graduate’s journey from editorial assistant to freelance journalist and editor was marked by determination. “I always asked questions, went above and beyond, and said yes to everything,” she recalls. Building industry contacts and a strong portfolio gave her the foundation to branch out on her own.
I really worked hard - when I was in full-time, in-house roles, I always asked questions, went above and beyond work-wise, and said yes to everything. This meant I built up a good list of industry contacts and a solid portfolio so, when I went out on my own, I was able to lean on people I had worked with before and impress new people with my skill set.” - Eve Smallman
For young journalists leaving university, the portal into the industry is treacherous and often underpaid. Official data suggests that only around one in six journalism graduates end up in reporting or magazine journalist roles, with many others pushed into PR, marketing, or unrelated work. Entry‑level journalism salaries frequently start below £20,000, while rising numbers of journalists are employed on temporary or freelance contracts, often earning an average of just £17,500 a year (source press gazette). In a climate where half of UK freelancers are offered under 10p per word, the pressure to produce three features a day is not just a productivity target it is what’s needed to survive.
The defining moment came when Smallman left her last full-time role via redundancy. “I was burned out from writing for a brand that was shutting down. Choosing to take redundancy and strike out independently was a huge risk, but it’s paid off in every way,” she says.
Freelancing offered freedom, but it was the creation of The Notts Edit, an online magazine celebrating life in the Midlands city, that truly marked her entrepreneurial turn. “Living in Nottingham inspired me. I wanted to create a space that highlights local culture, interiors, and lifestyle,” she explains. The magazine has already earned recognition, with Eve being shortlisted for the Women in Journalism Georgina Henry Award. This is proof that a small but local platform can make a big impact.
Running her own platform has changed how Eve approaches journalism. At mainstream outlets such as Real Homes, LeftLion, and Newsquest she produced hundreds of SEO‑driven features, buying guides, and event profiles. She learnt to balance reader utility with tight editorial constraints.
For national titles like Homes & Gardens and House Beautiful, she adapted her tone to suit different house styles. One luxe and refined, the other chatty and every day whilst managing to keep her own voice intact. The Notts Edit, by contrast, lets her move beyond the volume‑driven model.
As founder, writer, and editor, she curates Nottingham’s creative scene, food and drink, events, and local interiors, weaving in her own observations in ways that feel less like your average boring churned out article and more like meaningful storytelling. “You have to be creative at every stage - writing, visuals, layout. And you need to truly engage with people’s stories.” She also stresses the importance of balance: avoiding burnout, taking downtime, and finding inspiration outside of the office.
As a founder and journalist, her goals are both simple and ambitious: grow The Notts Edit into a trusted source for readers while continuing to produce content that is engaging and useful. “Success in journalism, for me, is being proud of your work and staying true to your professional and personal values. Everything else follows.”
Eve Smallman’s story is a reminder that journalism isn’t just about bylines. It can be a platform, a business, and a way to leave a mark on the community you love.