Adina Goldman is
senior editor at iVillage Canada,
the web’s oldest and largest content-driven community for women. Most of her
career has involved writing, editing and producing digital content for various
media properties, from television (CHUM/CTV) to public radio (CBC Toronto). She
is passionate about the intersection of technology and storytelling. As someone
who’s kept a blog for 12 years and obsessively updates her social media feeds,
she finds it weirdly difficult to write her own bio. But perhaps that’s because
she’s writing it in the third person….
Twitter: @ponyup @iVillageCanada
Website: iVillage.ca, www.happyrobot.net
Did you always want
to be in the media? If not, what other careers were on the horizon?
I went to school for
creative writing, but oddly they were not snatching up poets at recruitment
agencies. Like so many kids with English degrees, I did some freelance and
copywriting, and even played with the idea of advertising. But I was really
lucky with timing, because this thing called The Internet happened. And there
was suddenly a niche of web content where they kind of let you do your own
thing, as long as you put it on the “Web Page”. I hope it’s not a passing fad.
Where would you like
to be five years from now?
I want to be working
wherever people are playful with new technology platforms and using them to
tell great stories.
Any advice for people
getting started in your industry?
This is the best time
in history to share your creations. Make stuff yourself, get your voice out
there and build your community! If you’re reasonably sure you’re in the right
field, imagine the future of your industry five years from now, and point your
efforts in that direction.
What are your
favourite media outlets, not including your own?
I think much of what
we consume these days is via social media. We rely on our friends to recommend
parse the daily deluge of information. That said, we are CBC radio
junkies at our house, but I listen to a lot of NPR podcasts when I’m cooking or
on the go. I love all the city blogs, like Torontoist
and The Toronto Standard
for their creative local coverage. For writer-y stuff, I love The Rumpus, The New Yorker and The Walrus.
My sister co-founded 972Mag.com, a great and
popular alternative source for Middle East news.
Style: I am a sucker
for The Sartorialist.com
(although there are so many amazing Canadian
fashion bloggers). Music: 3Hive.com. Huffpo
does a snacky mix of popular culture and current events. Food52.com is my favourite recipe resource
these days. Also, I read People
Magazine religiously. Channing Tatum FTW.
Best interview you’ve
I used to be web
producer for SPACE, so I had
the opportunity to meet and interview people who are a Big Deal in the genre
universe but often go unnoticed in the mainstream. They were the coolest
interview subjects hands-down because they had such a great sense of humour and
humility about their celebrity.
Isn’t there only such
thing as a bad journalist? Maybe I need to do more interviews.
Best advice you’ve
ever been given?
Use fewer adjectives
and avoid restaurants where they have pictures of their food on the menu.
What rule(s) do you
live your life by?
everything you read in the comments section.
What’s the most
important tip you can give PR pros?
If you want me to
take a product seriously, avoid writing about it in pink comic sans font. Send
attachments rather than embedded images in the email body. And maybe try to
look a little dishevelled every now and then when you see me so that I don’t
feel like such a schlump.
you’ve had with a PR pro? We love to hear about #wins.
I have so much
respect for the PR pros in my life. How are you always so nice and remember my
name? How do you always look so polished? How do you not suffer from post-event
social fatigue? I can’t pick a favourite, only to say that the best experiences
always have a good measure of authenticity and genuine enthusiasm for the
People who sing when
they ride their bikes.
I recently finished Wild
by Cheryl Strayed.
Oprah and I have excellent taste, it is a stunning read. Caitlin Moran’s How
to Be a Woman was hilarious and edifying. Read it now if you’ve ever hemmed
and hawed when asked whether you’re a feminist.
Best place on earth?
Cooking dinner with
my family, listening to music, my five year-old singing along at the top of his
Oh, I love to host
dinner parties. Would you like to come?
Funny you should
mention this. I am in the market for a new hero. Accepting applications
via my twitter feed @ponyup.
Favourite app (or
whatever you are downloading these days)?
I recently used the Couch to 5K app (C25K) app for
nine weeks and it turned me into a (slow but dedicated) runner. If you know me
at all, you will appreciate the mystical power of this app.
Pool or ocean?
Am I holding a cocktail
in this scenario?
Voicemail or email?
I check my phone
messages once a week. How patient are you?