Now two years old, online magazine Babble Media — the Nerve.com spin-out targeting young, stylish parents — just raised $2 million from Village Ventures to continue developing its site and grow its sales operations, reports VentureWire. The New York-based company hopes to tack on an additional $500,000 before closing the round. This shouldn’t be too difficult considering the name recognition that came with its founder and now chief executive, Rufus Griscom, who previously headed up Nerve.

Last week, the New York Times ran a profile of Babble and Griscom, whose stated goal is to lap competitors BabyCeter, iVillage and Parents.com. With the tagline, “the magazine and community for a new generation of parents,” the site is certainly set up as the un-cutesy alternative, complete with interviews with hipster-chic celebrity moms like Maggie Gyllenhaal and essays on parents’ love-hate relationship with the dreaded PTA.