Thanks for the offer, man. But I was looking for something else that describes typical startups (don't think all startups are "hip"...whichever meaning the word implies).
(Believe it or not) I initially wanted to name the magazine "HUSTLE".
You could almost say it has a 'hardcore' edge to it. Seriously, you would always be in the shadow of Hustler magazine in terms of mindshare. Just do a quite Google search for hustle magazine (no quotes) to see where they would be starting off from a branding perspective.
Not worth having that kind of initial hinderance to overcome.
(Believe it or not) I initially wanted to name the magazine "HUSTLE".