There is an interesting, amusing feature on former U.S. Men's National Team Coach Bora Milutinovic in this week's Sports Illustrated (the one with Mike Tyson on the cover). Milutinovic has led China to its first WC.
I use SI as a barometer of soccer acceptance among the mainstream sports media world. Yes, Frank Deford's an ass but Grant Wahl, who wrote the Bora piece, is very pro-soccer.
SI's soccer coverage still isn't where it should be but it is much better and more positive than it was 4-5 years ago.
In addition to the Bora article, the current issue has a full-page spread photo from the U.S. v. Uruguay match with a brief summary of the result. Considering that SI is covering ALL sports, it is doing a decent (I'll give them a C) job on soccer.