The master of Birkbeck College, London, has a plan to raise the college's profile. Each time one of his staff features in the papers or on the airways, Tim O'Shea invites them to choose a bottle from his wine cellar.
While having prolific popularisers such as philosopher Anthony Grayling on the staff can cost a lot in terms of claret, Professor O'Shea believes he has got a bargain compared with the price of advertising.