Creative Commons: A New Way to Think About Copyright
http://www.iabc.com/cwb/archive/2005/0805/stateoftheart.htm

Forbush, Dan
Communication World Bulletin
2005

Abstract:

PR people have been in the business of giving away content to reporters for so long that the matter of who owns the content—or who may use it under what circumstances— hasn't much concerned us. But our thinking about content and copyright is beginning to change as we put a rapidly expanding range of content on the web.