The brand (DDJ) should have no bearing on such a site's popularity past it's initial launch. Indeed, to associate oneself with such a brand is to guarantee a level of quality of journalism that, if not met, diminishes the DDJ brand, as well as the startup. You'd best be willing to live up to this standard before trying to co-opt the DDJ brand.
I'd say that, in all honesty, you shouldn't need the DDJ brand to achieve what you're suggesting. Just start a "blogger community focused on newer tech (Ruby/JS/Python/Rust/Go/Closure/Scala) with the same writing pleasure to "medium" or "svbtle"" and see how it goes.
Don't try to ride on the bootstraps of a decades old brand that can thankfully still retire unblemished. A rarity in these times.
I'd say that, in all honesty, you shouldn't need the DDJ brand to achieve what you're suggesting. Just start a "blogger community focused on newer tech (Ruby/JS/Python/Rust/Go/Closure/Scala) with the same writing pleasure to "medium" or "svbtle"" and see how it goes.
Don't try to ride on the bootstraps of a decades old brand that can thankfully still retire unblemished. A rarity in these times.