The new website created and bankrolled by Liz Smith, Lesley Stahl, Peggy Noonan, Mary Wells and Joni Evans went live today. Backed by $1 million and a fulltime staff of five, according to PaidContent, the site aims to attract women over 40. From Evans' welcome message:

Today, on the 100th anniversary of International Women’s Day, we launch.

WowOwow is a party — disguised as a website — where we meet for coffee (in our robes) and for cocktails (without any makeup) and even in the middle of the night (someone’s always up!). Here, we can talk to our readers, invite the most interesting guests, share experiences, tell tales out of school, exchange gossip and news — and make some of our own.

WowOwow is created, written and owned by Lesley Stahl, Peggy Noonan, Liz Smith, Joni Evans, Mary Wells, Sheila Nevins, Joan Juliet Buck, Whoopi Goldberg, Julia Reed, Joan Ganz Cooney, Judith Martin, Candice Bergen, Lily Tomlin, Jane Wagner and Marlo Thomas.

Today's lead conversation is with designer Diane von Furstenberg.