April 2012 I received an anonymous note: a new magazine was claiming to be “the Pela Via of men’s magazines.”

Unsure what the hell that even meant, I contacted one of its founders, Janden Hale, and asked what the hell.

“We never claimed that,” he said. “That doesn’t even make sense.”

“I know. Well, but it could,” I said. “Like if your magazine is sharp, a little nerdy, a little noir, kinda wry—”

“How’d you g...