I don't get the pulp edition of USA Today, so I don't know if Matt Krantz's answer to another question about gold has appeared in today's "McPaper." Given its popularity focus, the fact that Krantz is fielding another question testifies to gold's spreading popularity.
This time, he credits gold for its rise over the last ten years but warns against assuming the past is prologue. Krantz seems to be moving to the idea that a 5% holding isn't such a bad idea. He used to be more of a skeptic, but he's bending with the wind.
The spread of the gold meme through the mainstream financial media is basically a process of outreach. So far, it's been successful.