As some media outlets lay off people left and right, Moira Forbes has launched a new brand targeted toward professional women.

The daughter of billionaire media magnate and one-time presidential candidate Steve Forbes, Ms. Forbes, runs the show at the company’s new ForbesWoman. She is the first female publisher in Forbes’ nearly 100-year-old history; Carol Hymowitz will edit the quarterly magazine and website.

ForbesWoman is like version 2.0 of the 2007 ForbesLife Executive Woman, reports Folio. The first print issue is due out May 11, and will be sent to Forbes’ 125,000 female subscribers. It’s website includes feature articles, breaking news, columns and a social network. Current articles on the site deal with hormone replacement therapy, how the tough economy forces families to think twice about nannies, the challenges of working from home, and women’s daily battle with high-heeled shoes. 

In her welcome to women readers everywhere, Moira Forbes described the target audience as women executives, entrepreneurs and professionals.

She says:

A focus on women is not new at Forbes, I am proud to say. On the cover of the debut issue in 1917 (price: 15 cents), my great-grandfather B.C. Forbes, a Scottish immigrant, ran a prominent headline proclaiming, ‘Unique Department: Women in Business.’ Early issues ran long profiles of a female department store executive, a banker and an export-import manager. Of course most of these women were unmarried and childless, and at the time ‘business attire’ meant long skirts and sleeves plus hats and gloves. Now it is time to go further … we hope to reach and build a global community of smart, accomplished women who are curious about one another.

Good luck, ForbesWoman!