@dlowan,
The leaks certainly help get their name out as a place for leaks. But things of that magnitude just don't come along all that often time, they are things like the Pentagon Papers, Watergate, they are nearly generational in frequency. Smaller leaks of smaller magnitude continue to happen every day, just like they always have.
Wikileaks didn't do a lot of the heavy lifting, the journalists who were chosen to help did. I'm sure wikileaks is getting plenty of people sharing information with it but there's really not much work to do other than wait for another big bombshell to drop in your lap and then do the legwork (which is usually left to journalists).
I thin the work that Assange did that he can take the most credit for is being a good sales person for the information. For example, he figured out that just putting it out there didn't attract much attention so with some editorializing and with collaboration with select journalists (who value the exclusivity) he was able to maximize the attention the information got, he was adroit at managing this and trying to generate the maximum amount of press possible.
This is why they'd trickle it out etc, he showed a good understanding of the news cycle and sold wikileaks and its information well. I think he was good at shopping the info around and being a bit of a information lubricant, if you will.