Following Gardner's death in 1964,

Following Gardner's death in 1964, the Craft continued to grow unabated despite sensationalism and negative portrayals in British tabloids, with new traditions being propagated by figures like Robert Cochrane, Sybil Leek and most importantly Alex Sanders, whose Alexandrian Wicca, which was predominantly based upon Gardnerian Wicca, albeit with an emphasis placed on ceremonial magic, spread quickly and gained much media attention. Around this time, the term "Wicca" began to be commonly adopted over "Witchcraft" and the faith was exported to countries like Australia and the United States.
It was in the United States and in Australia that new, home-grown traditions, sometimes based upon earlier, regional folk-magical traditions and often mixed with the basic structure of Gardnerian Wicca, began to develop, including Victor Anderson's Feri Tradition, Joseph Wilson's 1734 Tradition, Aidan Kelly's New Reformed Orthodox Order of the Golden Dawn and eventually Zsuzsanna Budapest's Dianic Wicca, each of which emphasised different aspects of the faith. It was also around this time that books teaching people how to become Witches themselves without formal initiation or training began to emerge, among them Paul Huson's Mastering Witchcraft (1970) and Lady Sheba's Book of Shadows (1971). Similar books continued to be published throughout the 1980s and 1990s, fuelled by the writings of such authors as Doreen Valiente, Janet Farrar, Stewart Farrar and Scott Cunningham, who popularised the idea of self-initiation into the Craft. Among witches in Canada, anthropologist Dr. Heather Botting (nee Harden) of the University of Victoria has been one of the most prominent, having been the first recognized Wiccan chaplain of a public university. Original high priestess of Coven Celeste, she is one of the founders of the CanadianAquarian Tabernacle Church.
In the 1990s, amid ever-rising numbers of self-initiates, the popular media began to explore "witchcraft" in fictional films like The Craft and television series like Charmed, introducing numbers of young people to the idea of religious witchcraft. This growing demographic was soon catered to through the Internet and by authors like Silver RavenWolf, much to the criticism of traditional Wiccan groups and individuals. In response to the way that Wicca was increasingly portrayed as trendy, eclectic, and influenced by the New Age movement, many Witches turned to the pre-Gardnerian origins of the Craft, and to the traditions of his rivals like Cardell and Cochrane, describing themselves as following "Traditional Witchcraft". Prominent groups within this Traditional Witchcraft revival included Andrew Chumbley's Cultus Sabbati and the Cornish Ros an Bucca coven.