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.