Yes, it may be a bit like iVillage in that it focuses on woman, but from the description, sounds more like HuffPo, at least in format. Media live-wires Liz Smith, Lesley Stahl, Peggy Noonan, Mary Wells and Joni Evans have joined together and are launching a new site called WowoWow (WomanOnTheWeb), aimed at women 40 and older. The five have pooled $200K each to invest in the site, for a total of $1 million in self-funding, reports NYT.

The site will launch Saturday, and besides the founder will have other well known names writing for it: Whoopi Goldberg, Marlo Thomas, Lily Tomlin, Joan Cooney, Judith Martin, Sheila Nevins, Julia Reed and Jane Wagne. They have also secured some advertisers, Tiffany, Citi and Sony (NYSE: SNE), and hired five full-time employees.

Though there is tons of competition in the woman’s space, Wowowow’s chief appeal may be the “glimpse it promises into the personal lives and beliefs of a group of businesswomen who broke through glass ceilings,” as the NYT story puts it.