AHC/WI : Switch Lovecraft and Howard fames

[LSCatilina]

How could we end up with switching the fame and reputation of the two main pulp writers of the 30's?
What if Lovecraft remained considered as a fairly secondary author (even if it means he could be "rediscovered" later) while Howard becoming a main figure of fantasy/horror (not necessarily thanks to Conan or what he's known for nowaday primarily, but as least in part).
I suspect it would imply a more social-inclined Lovecraft that could live from other means than writing and correcting pulp stories, and conversely a less disorganized Howard. Maybe having Lovercraft being survived by Howard ITTL too.

What would it lead to?

 

[napoleon IV]

Lovecraft was relatively unknown during his lifetime, and died in poverty. The main reason that we remember Lovecraft is because his friend August Derleth took it upon himself to keep Lovecraft's memory alive, creating the Arkham House publishing company to publish his works. If Derleth isn't on the scene for whatever reason then Lovecraft would be at best a secondary author. As for Howard, the biggest thing I can think to make him very popular would be to avoid his 1936 suicide. He was becoming a respected author by that point (although his focus at the time was on Westerns). If he lived, and returned to focusing on fantasy/horror he would probably have become a much bigger deal than he already is.