Each month, Derbyshire’s largest circulation lifestyle magazine reaches over 30,000 readers through targeted delivery to residential properties, businesses and collection points. But what exactly goes into publishing our high quality independent magazine?
Join us for a glimpse behind the scenes …
Each new edition of Reflections begins pretty much as soon as the current one is off to the printer.
While the editorial team is already looking ahead to the next issue, the same is true on the commercial side: advertisers are planning campaigns, refining their messages and thinking about how best to connect with Derbyshire customers.
Editor Fiona Stubbs already has an overview of the next month’s magazine, with a list of some of the stories and features which will appear. Some may already be written and, accompanied by photography, be ready for page design.
Others are still dates in Fiona’s diary … phone calls to make, face-to-face interviews scheduled and words to be written during the coming weeks.
Throughout the month, Fiona liaises with freelance writers and photographers – and other contributors from grassroots groups to marketing agencies – on features, news stories and pictures for this and future publications. Every piece of copy is carefully edited and prepared for design by graphic designer Ben Fletcher-Bates.
Fiona also supports sales manager Helen Wragg and director Rob Bannister on commercial projects, helping some of our advertising clients to tell their stories most effectively.
It’s a carefully honed routine for Fiona, who has extensive experience in regional newspapers and magazines and has also worked in communications and marketing.
“For me, each edition of Reflections is like a big jigsaw puzzle,” she says. “Every month begins with lots of individual parts and gradually it all comes together into a beautiful magazine.
“I like to be organised and to have an idea of themes and subjects we’ll be covering a month or two in advance – but I also make sure I allow time in my schedule for unexpected ‘gems’. Sometimes there’s a juggle as time-sensitive stories force a re-think of a particular month’s running order.”
The final week of the monthly schedule is ‘press week’ as the magazine is fully designed and prepared for the printer by Ben. Fiona proofreads editorial pages, pointing out necessary tweaks before final sign-off.
She adds: “I’m incredibly proud of our small core team and the support we receive from our network of contributors and distributors. It all results in a magazine that people not only want to pick up and enjoy, but – as we often hear from readers – keep and refer back to in future, whether for editorial or advertising content.”
For sales manager Helen Wragg, there’s also a quick turnaround between editions of Reflections.
As soon as the magazine is back from the printer, Helen is out, hand delivering copies to her clients, meeting prospective new advertisers and helping all to achieve the most from their marketing.
Helen explains: “It’s important to me to build a good working relationship – ideally face-to-face – with our advertisers and to earn their trust and confidence in Reflections as a powerful means to reach and engage with their relevant audience.
“As a team, we work closely with clients – listening to them, learning about their business and working together to deliver their most compelling message.”
When advertising pages are fully designed, Helen checks them before sharing with her clients for final approval. She adds: “We genuinely want businesses to succeed and I think that’s reflected in the level of care we provide.”
Throughout each month, designer Ben Fletcher-Bates works closely with Fiona and Helen on editorial and advertising design elements.
He brings an artistic eye to editorial features, showcasing words and pictures in attractive, engaging pages. An experienced graphic designer, skilled in marketing and branding, Ben also works with clients to create or refine advertisements for print.
He says: “Whether you’re an established business, a start-up or you feel you’ve lost your way in terms of brand identity, we can help to deliver your message in the strongest way. Sometimes it’s just a case of someone asking the right questions to help deliver the most effective marketing.”
Ben also oversees the Reflections website which includes our digital edition, published in full each month and accessible to readers beyond our print delivery area. Back issues are available via our Issuu profile, extending the potential lifespan of every advertising campaign we carry.
“Our website is our own shop window,” adds Ben. “It’s where people can catch up with news and features, find out more about Reflections and learn about our advertising rates and packages.”
Director Rob Bannister oversees the entire magazine – from content to printing to distribution.
His role includes co-ordinating deliveries and distribution, taking pictures for commercial and editorial features – and promoting features, advertisers and Reflections itself through our busy social media channels.
Rob says: “Our company ethos is that we want people to do well. We’re passionate about Derbyshire, its people and businesses. We love hearing from readers how much they enjoy our magazine and are inspired to support the businesses which advertise with us.
“The print industry has faced many economic and technological challenges during the 34 years since Reflections launched and we’ve adapted and evolved into a brand which is strong in both print and digital formats. We live and breathe this business.
“As a completely independent business, with no external shareholders, people can be confident that every penny spent on advertising with us is an investment into the local economy.
“All of our team live in Derbyshire and we are ambassadors for the county – not just as a product but as people who genuinely love the area.”
Interested in reaching more Derbyshire customers? Find out more about Reflections, our advertising packages and how we can help you to tell your story at www.reflections-magazine.co.uk
Our story so far …
Derbyshire’s longest-established independent lifestyle magazine
- 400+ monthly editions published
- 30,000+ estimated monthly readership
- 19,000 homes reached every month
- 100+ additional outlets, including village shops, libraries, visitor centres, businesses
- 70 dedicated local distributors
- Nearly 8 million magazines printed and distributed since 1992
- 3000+ feature articles about Derbyshire people, heritage,
food, countryside and businesses - 100s of local writers, photographers and contributors supported
Online* …
- 200k+ social views on Instagram and Facebook so far in 2026;
- 40,000+ average monthly Google search impressions;
- 1000+ impressions per month on LinkedIn
* Readership based on estimated readers per copy. Meta Business Suite, Content Overview, 9 Jul 2025 to 27 August 2026.
In Reflections’ lifetime, we have experienced:
- 10 UK Prime Ministers
- Two monarchs
- The birth of the World Wide Web
- The rise of mobile phones – and the first iPhone
- The launch of Google
- The arrival of social media
- The millennium
- 9 summer and winter Olympics
- 9 FIFA men’s and 8 women’s World Cup tournaments
- The opening of the Channel Tunnel
- Introduction of the National Lottery
- Votes on Scottish independence and Brexit
- And, wonderfully, 34½ years of documenting all things Derbyshire