Despite the eroding newsstand business and overall difficult print advertising environment, Hudson News founders Lisa and James Cohen have decided to launch their own magazine.

Called “Galerie,” the quarterly print glossy is positioned as a “People Magazine for artists,” according to Lisa Cohen, founder and editorial director.

Although there won’t be any gossip per se, she said Galerie would be more approachable than its rivals in the arts and shelter space. The ethos of the title is to weave travel, architecture, fashion art and design. Longtime home and design journalist Suzanne Slesin serves as the magazine’s editor in chief.

“A lot of the shelter magazines are very predictable,” Lisa Cohen said, not that what is “unpredictable” about Galerie is its coverage of emerging designers and artists as well as tapping into the “creative process.”

“I don’t want it to be for people who reach the top 1 percent,” she continued. “Art magazines that exist now are cold. They are not inviting.”

“They are dry,” chimed in her husband, James. “It’s a challenging time for print but what we’ve noticed is not that people are abandoning print editions for digital editions. We’re competing for people’s time.”

Asked whether Galerie could cannibalize sales for Hudson News’ other shelter and art titles, he did not miss a beat. “It’s true, I distribute them all,” said Cohen, who likened Galerie more to an “enthusiast” magazine rather than a mass shelter title.

The first issue, which will go on sale during the first week of April for $7.95, will be available at select Hudson News retailers in New York, Los Angeles, Miami and Chicago. The duo is targeting airport shops, in particular, in addition to select Barnes & Noble stores. To begin with, Galerie will distribute about 100,000 copies in total and have a controlled circulation of 55,000. The remaining 45,000 will hit the newsstand, including 5,000 copies targeted for foreign retail shops.

In order to build up its subscription business, the Cohens said they would offer the magazine for free—at first—in hotels, showrooms and art and design-centric events such as Maison d’Objet in Paris and Art Basel in its various locations.

Slesin, who has been a writer and editor at magazines such as Esquire, New York and House & Garden as well as an editor and reporter for the Home Section of The New York Times for 17 years, explained why the opportunity appealed to her.

“Galerie brings together three of the passions that have formed my journalistic career over the past decades — interior design, art, and print magazines,” Slesin said. “Working on a print magazine after several years of solely focusing on Pointed Leaf Press, my book publishing business, is very exciting and not without challenges at this time for the print media industry. However, I believe there is still an audience that enjoys the tactile experience of sitting down with a magazine and turning its pages.”

The magazine will also have a Web site, which will eventually feature a marketplace for artists. This year, Galerie will be printed three times, and begin its quarterly publication cycle in 2017.