The site will feature familiar content categories and emphasize Web 2.0 features, allowing users to submit stories, articles and reviews as well as select accompanying digital photos for posting to one of the site's nine content areas, according to MediaPost.

Initial display advertisers are DoubleTree Hotels and Target, and over time brands will be encouraged to integrate content that's in line with the site's content. At launch, profile pages from nonprofit organizations will also be featured, including Common Sense Media, Moms in Business Network and the Tug McGraw Foundation.

Thorp has said the site aims to fill a large gap between top women's portal iVillage and smaller parenting or other niche sites. In market research conducted during development, she said, most women "couldn't even name the sites they've gone to. They're bouncing around from site to site."