well, I'm a "pro" and didn't get a cent for the phone book cover this year. Didn't even get an ad, just a big photo credit without contact info. Then again the team I shoot for gave them the photo (which is a whole different story). If I had been the one they talked to negotiations would have gone totally different and I would have walked away with more. Anyways, it's different in every area but I haven't been contacted once by anyone seeing it, all new companies say it was word of mouth from other companies.
Just to throw two more cents in, it does hurt the industry when photogs give there stuff away as said by others (though yes you can just give it away - you own it). However, as discussed several times on this board weekend warriors giving it away takes business away from those trying to put food on the table. I know I've lost some business to teams because they don't want to pay - then there product (card sets/programs/other merch) kind of sucks with bad photos and they wonder why it doesn't sell. Other teams have gotten offers from people to shoot for free and tell them no we got what we need already. Compare it to any other business like an electrician. If someone goes around fixing all the electric problems for free or at cost that business is going to go under.
However, there's nothing saying you can't do a trade off of sorts. I've given a photo away for publication for an ad before, and the ad cost more than I would have got paid so it worked out. I shoot a team for "free" however get a few hundred dollars in other resources from them plus they push the living hell out of me to others, if a company calls they say they won't handle that and direct them to call me. Actually, that's another phone book I'm getting no pay for! But, the team will make up for it with a lot of "trade offs".

) You are right though, nothing new came of it being on there and noone is going digging through looking for who took it (except maybe other photographers). I've gotten no business from it and don't expect to. Was it cool to see, yea - was it a big benefit, no. 
