Although most of the entertainment industry aims to attract viewers who are 18-49 years old, a group of female media celebrities are planning to establish a website aimed at women 40 and over. The website,, scheduled to launch on Saturday, is the brainchild of 60 Minutes correspondent Lesley Stahl, syndicated gossip columnist Liz Smith, advertising executive Marry Wells, commentator Peggy Noonan, and former Simon & Schuster President Joni Evans, who is WOW's CEO. Contributors to the site include Candice Bergen, Joan Ganz Cooney, Whoopi Goldberg, Marlo Thomas, and Jane Wagner. In a statement, Evans said that "is a party -- only disguised as a website -- where we can meet for coffee (in our robes) or for cocktails (without any makeup) or even in the middle of the night (someone's always up). Here we can talk to our readers, exchange news and gossip, invite the most interesting and informed guests, share experiences and tell tales out of school, process news and make some of our own."