We're excited to start reading Nerve publisher Rufus Griscom (center)'s offshoot parenting web magazine, Babble, because it is obviously going to be sooo awesome. Just like Nerve, it aims to appeal to that elusive "urban hipster" readership. ("It's a very valuable psychographic in that the urban hipster lifestyle is something that a lot of people aspire to, even if they don't technically live it," says a marketing exec quoted in the article) and to shatter taboos. Like, for instance, the taboo around being a decent fucking human being:
We've found that there are a lot of taboos around parenting, as much as we felt there were around sex when we launched Nerve," Mr. Griscom said. "There are a lot of things you can't say, like, 'We wanted a girl, but we got a boy.' Or, 'We're pregnant with a third, but we don't know if we want it.' "Yeah, fuck wit and style. When you're talking about the fact that you only want a third little Bugaboo-filler if it's a girl, it's better to just go for the straight-up irreverence.
Babble, he says, will say it, and with wit and style. Or at least with irreverence.
Healthy Babies Need Irony [NYT]