Text in a bold font,. I used a dark brown color.
In the layer styles dialog box, adjust the blending
sliders until desired effect is achieved.
Applied a slight bevel/emboss, down direction, and
highlights set very low.
Tried different layer blending modes, liked Linear Burn,
but Color Burn was interesting also.

forum discussion http://forums.dpreview.com/forums/read.asp?forum=1006&message=19439096