I don't think it's the State comp or the paper. Unless you're already into strength, you wouldn't even know about those. I bet it's the Internet forums spreading the love.
There are plenty of people interested in strength training in many average gyms, but because they're not exposed to what's possible for a regular guy, they'd get to a certain level that's considered strong for their gym, and then stop and get into "bodybuilding" (not the legit comp type, I mean the mirror athlete one).
Even at my current gym, there are quite a few guys like that. I was one of them when I first started. I saw a big 100kg+ bloke, super ripped, deadlifting 180kg for a couple of reps, then only just failed 190kg. I thought that day that if I ever got 180kg DL, that'd be the highlight of my lifting career, because how can I, a small guy who was born malnutritioned, ever hope to outlift that big genetically gifted fella?
It's only until I read on the Internet that average guys of all shapes & sizes at a gym in bloody Frankston of all places lifting 200kg+ that I thought I could pursue strength much further and put my "bodybuilding" career on hold.
FYI, that big guy is still lifting 180kg six months after I saw him back then...and still scares the wide-eyed newbies wandering into the weight area.
Hope I can reach some half-decent lifts next year and sign up for the State comp.
Having Raw PL here definitely helps too. Most people interested in strength probably wouldn't go as far as buying expensive suits & shirts and compete in equipped divisions. I know I wouldn't.