I've traditionally licensed my stuff as NC-BY-SA (photos) under this logic:<p>I want attribution for the work. Seems to be a fair ask. 
I want people to keep sharing the work as it changes.
The last thing I want is for my photo to be on the front of Newsweek, or worse- used in a commercial campaign that I don't want, but without getting a few dollars out of it.<p>I know this isn't a startup- but for my photos, I don't simply believe that a major commercial/newspaper/etc using my photo will give me enough publicity to make money from other photography efforts. I've had photos used in the NYT and other large publications- it doesn't automatically happen.<p>That being said, when I am contacted about commercial use I am HIGHLY permissive and allow 98% of businesses to use my photos for free.