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Academics are increasingly encouraged to engage in outreach activities (and do research, teach, university service, edit, review, write grants, referee, ...). However, not many of us are destined to become media personalities. Wikipedia editing engages with more people in shorter time-scales than any of the traditional media outlets. Therefore, I argue that more Academics contributing to Wikipedia is a more valuable use of our time.
This was present at the annual NZAS conference: