Electronic transfer technology has made life easier, especially for PR agencies which can instantly transfer photographs to print publications - with the notable exception of the PRs for the well-publicised Max Factor campaign featuring Madonna.

The original material girl is earning about £4 million (€5 million) and has extensive creative control of television and print ads for the cosmetic giant. Madonna has contractually prohibited the UK ad agency behind the campaign from transferring her image electronically for fear of tampering by a third party.