Popular writing, by definition, invites lots of different kinds of people to invest their time and money in your ideas, and your expression of them.
The contempt that academics have toward that kind of writing is, in essence, contempt for the ordinary reading public. We assume they’re unable to grasp the subtlety of our thought. We think that writing for a broad audience requires “dumbing down” our arguments. But that’s wrong. Popular audiences are tougher critics than fellow academics are. You have to be saying something of import or interest; otherwise, people will just ignore you and read something else, or play video games, or watch television.