*Because trendy is too fast for print*

HipGuide is the leading multi-media company about hip destinations. For consumers, the company provides editorial on what it means to be hip, through channels such as magazines and the web. For businesses, the company markets and creates promotions directly interacting with HipGuide's trend-setting, trend-following, 25-35 year old urban professionals. Leveraging a unique editorial position, large following and wide network of alliances, HipGuide is an expert at giving brands visibility before HipGuide's otherwise elusive audience. The company works with clients directly, as well as with public relations firms and advertising agencies to create brand-aspiration without compromising HipGuide's entirely editorial listings. HipGuide is privately held and is based in New York. The company is currently run by Founder Syl Tang. The site, HipGuide.com, went live on January 20, 2000, and is a web-based lifestyle guide. The company was begun when Tang looked at lifestyle planning for young professionals and saw only sites that allowed for purchasing airline tickets and yellow-pages like city guides. HipGuide is different in that it covers only "au courant" data saving readers the trouble of sifting through information that may not be relevant. HipGuide.com is one of Yahoo's editorially-selected city guides.

HipGuide's articles on the topics of hip and style for magazines, such as Simplycity Magazine and Simply The Best Magazine, are distributed into over a thousand (1000+) worldwide cities. HipGuide's CEO Syl Tang writes and produces columns for long-lead magazines, such as The HipSet™ Travels (a monthly piece about celebrities and travel. HipGuide's articles have included interviews with celebrity photographer Patrick McMullan, world-renowned hair stylist Frédéric Fekkai, noted chef/restaurateur Matthew Kenney (Canteen, Commune) and DJ Samantha Ronson.

HipGuide's web site HipGuide.com has nine round-the-world guides (covering Boston, Chicago, Las Vegas, London, Los Angeles, Miami, New York, Paris, and San Francisco) with "it" places categorised by bars, beauty, clubs, hotels, restaurants, services and shopping. In addition, rotating features cover topics such as 24 Hours in Sydney, Techno-gadgets, Snowboard and Ski Virtuoso Instructors, Communal Dining architecture by Philippe Starck and various polls based on user interest. Guest columnists writing for HipGuide.com have included Miami Metro's Tony Miros and Time Inc's Stan Stalnaker.

HipGuide has also produced such successful past products as an Instant Messenger tool allowing its users to stay in touch with the site and each other and HipTips™ (a wireless SMS push product). The company has been involved with projects such as VH1's Save the Music auction at Roseland and the CFDA's Perry Ellis Award. In addition to beyond-capacity style-setting crowds, past celebrity attendees at HipGuide events have included Damon Dash, O-Town, Nicky Hilton, designer Anand Jon, football player Jeremy Lincoln, Tina Louise, Patrick McMullan, Samantha Cole, Nas, Wilhemina Models and David Chavez (Baywatch).

HipGuide online is at http://www.hipguide.com.