Media, Darling: Sabrina Maddeaux

Sabrina
Maddeaux is the Managing Editor at
Toronto Standard, where she writes
and edits smart, candid content that sometimes makes people angry. Prior to
that, she was the Style Editor at
Toronto Standard. And before that, she
freelanced for publications such as
Toronto Life, blogTO.com, Sweetspot.ca,
TCHAD Quarterly, Faze Magazine, GlobalNews.ca, and more.

She
attended St. Bonaventure University in New York, where she studied political
science, journalism, and theology, and played NCAA Division I soccer for two
years. She likes things that aren’t boring. And cheese, always cheese.
Photo credit: Becca Lemire

Did you always want to be in the media? If not, what other careers were
on the horizon?
Actually, I always thought I’d be a lawyer. When I graduated from
university, I got into top law schools like Boston College and Notre Dame — I
even put down a deposit at Boston College and moved there. Two weeks before
classes were supposed to begin, something just didn’t feel right. So I totally
freaked out my parents, got a one-year acceptance deferral, and never looked
back.
Where would you like to be five years from now?
I’d still like to be the editor of an independent publication. There’s
so much more freedom in what you can write and the opinions you can express — I
can’t see myself giving that up anytime soon.
Any advice for people getting started in your industry?
Live outside whatever your beat is. If you cover fashion by day, be a
political junkie by night. It provides perspective and makes for a more
interesting writer and person.
Also, don’t regurgitate press releases. Think for yourself. Originality
creates value.

What are your favourite media outlets, not including your own? 
The Atlantic, the New York Times, Jezebel, xoJane, The Paris Review, The
New Yorker
, The New Inquiry, Gawker, and a slew of other small independent
pubs. I watch Breaking Bad, Damages, Veep, Mad Men, Dexter, Golden Girls
reruns, and too much TMZ.
Best interview you’ve ever had? Worst?
I’ve always had good interviews, maybe because I think of them as
conversations and not interviews. I’m also really picky about who I interview
because I hate transcribing.
Best advice you’ve ever been given?
I think it was Kelly Cutrone who said, “Be everywhere, meet everyone.”
That was my philosophy for a long time, and still is. This industry is all
about networking and you never know when you’ll meet someone that can change
your career.


What rule(s) do you live your life by?
Always eat a good breakfast. Cereal doesn’t count.
What’s the most important tip you can give PR pros?
Don’t complain about mostly positive coverage (unless there’s a factual
error). And don’t complain about honest reviews and feedback — even when
they’re negative. Also, don’t blacklist lightly. Media talk and we tend to have
each other’s backs when it comes down to it.
Finally, read my publication. If you pitch me an actress for our next
(nonexistent) cover, I can’t take you seriously ever again.
Best experience you’ve had with a PR pro? We love to hear about #wins.
I like any PR pro who takes the time to get to know my publication and
me. The agencies and publicists I prefer really get what I do and don’t try to
brainwash me.
I also appreciate PRs who set realistic expectations about their events
and products; it shows they value my time and trust. Don’t lie to me, and I’ll
like you. If I like you, I might just cover that dingy event where one Degrassi
kid shows up (You’ll eventually have one. Everybody does), because I care.
I hate?
Censorship, Internet outages.
I love?
Strong cheeses and John Lithgow.
Reading?
I’m slowly working my way through the Game of Thrones series.
Best place on earth?
St. Bonaventure, NY.
Dinner guest?
I’m a little obsessed with media mogul and feminist icon Jane Pratt
right now. Would love to pick her brain.
Hero?
I think everyone should be his or her own hero.
Favourite app (or whatever you are downloading these days)?
Is it so five years ago to say Shazam? I’m on a BlackBerry, so my
entire device is so five years ago. I can’t be blamed.
Pool or ocean?
No question: ocean. The smell alone is so relaxing.
Voicemail or email?
Unless someone’s dying… NEVER, EVER voicemail.
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