wowowow.com, which is an upside down version of momomom.com, is the website of a bunch of famous white ladies, plus Whoopi Goldberg. It received the Times treatment today, which spends an inordinate amount of copy retelling their search for a domain name: “Hot Voodoo” bad, “Women on the Web” good). It’s founded by five lady friends (former Simon & Schuster president Joni Evans, gossipista Liz Smith, ad exec Mary Wells, columnist Peggy Noonan, and reporter Lesley Stahl) and the support of celebs like Whoopi, Candice Bergen, and Lily Tomlin. So what can the 40-plus female set look forward to when the site launches Saturday?

The fare on the new PG-13 Wowowow is in some ways no different than that of other women-focused community Web sites like iVillage: horoscopes and posts about love and marriage, health and fashion. Wowowow also has political commentary, but what is particularly distinctive are the conversations, like the Halston dialogue, which read like deeper and more intimate versions of the “hot topics” segment of the television gabfest “The View.”

Ah! Okay, so it’s like the Huffington Post, but with horoscopes and famous people. Which means it’s like the Huffington Post, but with horoscopes.