I've always wondered how reporters know whom to ask for a pithy quote on a technical topic. This article from the Christian Science Monitor (via ALDaily) illuminates the matter.
However, the following caught my eye:
For scholars, press interviews can bring fringe benefits or advance a career. Although news clips never substitute for publishing in scholarly journals, they can help the teaching reputation of a tenure-seeking professor who consistently attracts students drawn to a celebrity. Beyond that, Williams says, comes the satisfaction of knowing, "I can reach a million people, and I love that." He admits, "There's maybe an ego satisfaction involved."
You'd think the blogosphere could take care of that problem....