Media, Darling: Peter Saltsman

Peter Saltsman is an
Associate Editor at Toronto Life, where he handles the magazine’s
Navigator section—the one that’s about real estate and stuff. Before that he
worked as a copy editor in the Arts & Life section at the National Post.
His work has also appeared in Sharp Magazine and Torontoist


Twitter: @toronto_life

Did you always want to be in the media? If not, what other careers were on the

For a while I thought I wanted to be an architect. Turns out I have the glasses
for it, but not the spatial sense. And I wouldn’t be a very good magazine
editor if I didn’t also have a couple of unfinished screenplays on my computer.

Where would you like to be five years from now?

Anywhere that’s not law school.

Any advice for people getting started in your industry?

Play the game. Intern. Look busy. Beg for work. And, ideally, be good at what
you do.

What are your favourite media outlets, not including your own? (i.e.: what do
you read/listen/watch?)

New York Magazine. Grantland. WTF with Marc Maron.

Best interview you’ve ever had?

Dolph Lundgren. He’s impressive, physically and intellectually. And I’d never
been to the Thompson Rooftop before, so that was fun.


The keyboardist from Bon Jovi. I didn’t know his name when we talked and I
still don’t. But since then I’ve always prepared for interviews.

Best advice you’ve ever been given?

“It’s a newspaper—people are just going to throw it out the next day anyway.”

What rule(s) do you live your life by?

A good story, both in life and in print, is worth almost any amount of personal


What’s the most important tip you can give PR pros?

Editors really need your help. So trust us: we’ll let you know when a pitch


Best experience you’ve had with a PR pro? We love to hear about #wins.

That time someone sent me a free sweater. But really, there are lots of awesome
PR people in this city. It’s great when the people you’re working with are
smart and interested and are willing to drop the pitch for a minute to find out
what I actually need.


I hate?



I love?



Independence Day by Richard Ford.

Best place on earth?

The Dairy Queen on Broadview at Pottery Road.

Dinner guest?

Anyone who’s buying. And maybe
Pat Tabler and Buck Martinez.


David Letterman.


Favourite app (or whatever you are downloading these days)?

Rocket Radar. So I know exactly how late I’m about to be.  

Pool or ocean?

Neither. But if pressed, ocean.

Voicemail or email?

Email. Though if it’s a lonely afternoon in the office and I’m starved for
human contact, I’ll probably answer my phone.