It's not just a name, it's an institution. Actually, it's just a newsletter.

On 2nd Thought (Questioning the Heart* of NY)

They ate their corned beef on rye and cream cheese with lox in a diner peopled by waiters who looked like they'd met with utter disappointment and became attached to it.
-Mary Gaitskill, from "An Affair, Edited" a short story in her collection Bad Behavior.

[*Response to a comment (thank you, Yair) on the previous post. And, because on greater reflection, as the gleam of that Big Apple starts to fade, I wonder how many struggling artists never do get to sell that script.]