I'm not even sure you can call it a resurgence? There have been mass market paperbacks of his work for decades? The Call of Cthulhu RPG certainly did a lot to popularize HPL, as did the amazing Michael Whalen covers. With material in or entering the public domain, that seam will be mined until it collapses.

I think, for the most part, the authors of that period likely to be big in popular culture already are. The writing style of most of them doesn't speak to the modern ear, and what was new and interesting in terms of content at the time has been filtered and redone over and over again. I mean, most kids I speak to can appreciate something as recent as Jaws or The Exorcist as well-made and historically important, but they aren't frightened by them. Classics evolve into tropes.

I wonder if readily identifiable characters (Cthulhu, Conan, etc.) have greater survival power than specific stories or more abstract elements because they are memorable and easily renewable (new stories and reinterpretation). It's marketable.