Mexico City ? The signs are unmistakable: an NFL game at Azteca Stadium, soaring land prices from Ensenada to Merida and a Starbucks infestation of the swanky Polanco neighborhood.

Though most Americans are aware of the growing “Latinization” of the United States, a parallel phenomenon is taking place on the other side of the border. Already, at least half a million U.S. expatriates and long-term visitors make their homes in Mexico (plus another half-million Canadians). That number will soar as millions of retired baby boomers stampede south in the coming decades, remaking the cultural landscape in their own image.

Yet one thing this exile community has conspicuously lacked, until now, is an English-language print journal to call its own. A handful of English-language newspapers and magazines from the United States are available here, including The New York Times and the Miami Herald’s international edition. But Mexico’s oldest, most visible niche English publication, the 53-year-old tabloid-style News, folded four years ago and hasn’t fully been replaced.

That situation surprised Aran Shetterly, 36, and his wife, Margot Lee Shetterly, 37, when the couple began scoping out a blueprint for Inside Mexico, the free, English-language monthly newspaper they launched last November.

“We were frankly surprised at the numbers, for the sheer size of the market,” says Margot, the company’s president and managing editor, who never had worked for a newspaper before.