The book store I go to has carried Zymergy, BYO, and WineMaker for longer than I've been brewing. They also carry a number of craft beer and wine magazines, as well as dozens of photography, cigar, pipe smoking, woodworking, and fly fishing magazines. As long as people have hobbies, people will be making magazines and books for these hobbies. Also, homebrewing has been extremely popular for years...I mean think about it...you're making beer. The NHC sells out faster than a Stones concert and people form lines for Pliny the Younger that are longer than anything I've seen for a Harry Potter book. So yeah craft beer and homebrewing aren't becoming mainstream, they've been that way for a while. However it is continually gaining more momentum.