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Sasha Emmons – Editor in Chief, Today’s Parent

As any new parent will tell you, there’s no shortage of people who try and give unsolicited advice and parenting tips. Conversely, there are also days where one feels alone and may wonder if there’s anyone out there who truly understands, especially when Internet and Google searches lead to overwhelming decisions on what is, and what is not sound advice. Today’s Parent has been providing Canadian parents with such trusted content for nearly 30 years, and now with Sasha Emmons at the helm, it will deliver sound advice across print and digital platforms.

Sasha Emmons, named editor in chief of the magazine in January 2014, has worked with some of North America’s biggest parenting brands and also as a freelancer. She has held multiple editorial roles for Parenting.com since 2009, and before that was with Parents.com.

“I am a parent of two, so I’m able to put myself in the reader’s shoes and do a gut-check for authenticity,” she said.

Having a children of her own nudged her into the parenting niche in journalism. “It was just a natural fit, and I feel very lucky that I get a chance to come up with the kind of content that, as a parent, I want to read.”

Not only has she been in parents’ shoes, she is sympathetic to the struggles a parent faces. “I’ve always had those very bad days as a parent where you just feel so alone, but you’re not. I hope when people pick up our magazine or visit us online, they find understanding and something they can use to try again tomorrow,” she said.

As a Chicago native, Emmons moved to Canada 18 months ago with her family. Even though she had been working as an independent freelancer before joining Today’s Parent, she is excited to be back in the office. “Although working from home gave me fantastic flexibility while my family adjusted to life in Canada, I am so ready to be part of a team again and to really feel like a part of the Toronto media community.”

She added, “My role is to lead Today’s Parent across all its platforms – print, digital, tablet, mobile, social media, etc. – and to continue to expand this iconic and trusted Canadian brand. I think I have a unique mix of professional skills. I’m a digital specialist, but I’ve worked at magazine brands and written and reported extensively for print.”

And Emmons’ vision for the publication is still taking shape. “I can tell you that I want all our content to work hard, both in print and digitally. So that means leveraging some of the learning we have about what kind of content we know people look for online and using it to inform our editorial planning across the board,” she explained.

“I also want us to be smart about which platform makes sense for a particular piece of content, and be very strategic about that. The conversation moves so fast online – much faster than the cycle of print – and so we’re working on being agile enough to join in right away, and then offer something else later in print.”

In addition to an online and print presence, Today’s Parent is available on many mobile devices as a part of Next Issue, an app that allows readers to access more than 100 titles on their tablets or smartphones.

Emmons is four weeks into her role at Today’s Parent and is very excited to see where she and the audience will go together.

“We have a strong connection to our audience. Parents really trust us and we have amazing brand recognition. We’re lucky to be part of the Rogers family with other strong and innovative brands that we can learn from and partner with,” she added.
Pitching Preferences

Emmons says to make sure to email the appropriate section editor for press materials. She is not an appropriate press contact to pitch to.

Additionally, she said “Make sure you’ve thought out why your story would do well for us, using digital tools to make your case.”

Photo credit: Justin Oborne 

About Laura Botham

Laura Botham writes features covering the movers and shakers in the media industry, daily updates, and Top 10 lists. She is a media researcher at Cision, specializing in Internet media. She is a freelance artist, enjoys traveling, the mountains, and can always make time for a cute animal video.

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