I think the "tuner" craze has been one of the single largest contributing factors. Flame me if you will, but with the insane popularity of imports and the tuning craze that goes with it, the "tuner crowd" started looking and learning where their favorite cars where being raced and enjoyed. WRC coverage paralelled and helped increase the interest as well as the games. From there, I credit Subaru with the introduction of the WRX and the rally-related ads they ran. Brilliant I might ad. They new they needed to do little to get the tuner crowd, they already had them. The rally slant to their ads was just helped widen their exposure and interest level, regardless of how Subaru BECAME popular. The WRX, as we all know, was already very popular nearly everywhere else in the world and was HOTLY wanted in the USA. Just look at the WRX sales numbers. I think Subaru wanted to sell 10,000 the first year and they ended up with something like 25,000? My numbers are from memory and are probably off, but the point stands.
Here is where I am really going to get flamed: As far as the increase in popularity/participation in the younger generation, I think it has more to do with being different and wanting to take the road "less traveled." I mean that with all due respect...especially since it was one of MY reasons for getting involved. In fact, many rallyists are involved, beyond the enjoyment aspect, because it IS different than anything else. Here is how I justify that. The next "big thing" is drifting. It hasn't had allot of exposure/participation in the US, but it is growing by leaps and bounds...or at least WILL, like it or not. If the increased rally interest in the US was directly corrolated(sp?) to the tuner craze, we all would have more rallys and racers than anyone could handle...and the money from all sources would also be more than most could count.
Now, I know that I have contradicted myself...to a point. I guess what I am saying in all this is that my points in the first paragraph have helped to a signifcant degree to improve US rally...but it will not continue to increase it at the same rate. Rally is, in my opinion, a purist sport. What I mean is, that it is not convinient to spectate or participate. On the spectating point, it is far easier to go to a show where the single largest aspect is the car show and related interaction that is inherant. From there, the drag racing is so popular because it offers the ease for everyone to congregate and spectate. This also allows many to feel like they are, in some small degre, part of the action. This is the same for NASCAR. It is easy to go to one place and sit and watch ALL of the race. Is rally more interesting to watch? Matter of opinion. I will say it offers ALLOT more variety in both vehicles and driving styles. On the spectating point, I think I covered that well except for this point: we live in a society that wants things easy, quickly and delivered with minimal effort. Cost is of little concern. I know that sounds nuts, but look at the prices for a NASCAR race or ANY stick-and-ball sport. Cost obviously isn't an issue. If it were, we would rule the world!
What I have said above might, to some, sound like a death knell for rally. Far from the truth. What I think it DOES mean is that rally in the US will NEVER achieve anything even close to the popularity that most other forms of sports enjoy. I also hope it never does. If that happens, allot of the "family" aspect will vanish. Also, in this litigis(sp) and environmental-sensitive society, huge popularity would shut rally down forever. Think I am wrong? Look at the recent California wildfires. IF just one of the very large ones had started as a result of a rally spectator, kiss rally goodbye...at least in California during anything but the most ideal of conditions. We also all know that many things that happen in California spread across the country, good or bad. Lastly, add in the increase in spectator incidents that would definately happen. It has already made us all take a long hard look at Clubrally.
The only way I see a signifcant increase in US rally is stadium-style events. Scream all you like, but in this society, that is what it will take. The spectators want the ease of access, with little to moderate interest in ticket cost. The media want the absolutely lowest possible expense to cover an event to maximize profits, period. Proof: Manufacturers pay for the TV coverage in the US, on SPEED. ESPN, the sporst leader on the planet, will air instead of more interesting motorsports, Scrabble, Chess and the World Series of Poker. Economics at play. If there were a "Super Special" set up in conjunction with a huge import tuner car show/drifiting competition/bikini contest, the popularity would increase by orders of magnitude. I know the competitors hate the Super Specials for many reasons. That isn't the point of the thread. The tuner crowd loves EVERYTHING that is done with imports. This would work, but I don't know if it would ultimately help or hurt rally. Flame away!
I apologize if I went too far off topic...I suffer from "can't shut up" and there is, unfortunately, no cure :+
Edit: poor spelling, grammar, etc :7
But my first rally I worked was the Dryad Quest rally way back in November of 97 (I think) with Mark in our convertible Mistu Eclipse. I remember when Paul Choiniere won every National event. And it was predictable that he would win. Either he, or Noel Lawler in the other Hyundai. Boring. No variety in cars. Now at least we have three or four different sorts that could potentially win, instead of one. 
