Hi Chrono Traveller.
I don't know whether you're aware of this, but with Photoshop it's very simple to map your text to the underlying texture, making it look like it's actually part of it.
A little prep work is needed but it only takes a minute.
1/ BEFORE you add your text, go to your channel menu and choose the one with the most contrast, copy it and paste into a new document, add a little guassian blur to it, not more than 1 or 2 percent, then save as a .psd file, this will become your 'bump map'.
2/ Back to your original image and add any text you want, after rasterising and merging text layers (leave your background unmerged), choose filter/displace and when the dialogue box pops up select the presaved .psd file, you can just go with the default settings here.
What happens now is that the text will be displaced to the texture of the background, making it appear part of it, set the layer mode to overlay then double click on it to open the styles pallette, adding an inner shadow adds to the effect.
There's an excellent tutorial that will explain the technique much better (and with pictures) at:
http://www.photoshopcafe.com/tutorials/dispmap/dispmap.htm
Here's my effort using the same Lucida font to give you an idea how the effect works!