Three publishers have called for the adoption of the PLUS (Picture Licensing Universal System) standards by picture archives, photographers, and all other image suppliers. Representatives of McGraw Hill, Houghton Mifflin Harcourt, and Pearson each announced that they will adopt the PLUS Picture Licensing Glossary definitions in their contracts, and that they encourage image suppliers to begin embedding PLUS license metadata in all images within one year. The PLUS standards were developed by the PLUS Coalition, an international non-profit organization dedicated to facilitating the communication and management of image rights. In the PLUS Coalition, publishers, picture archives, photographers, illustrators, designers, advertising agencies, museums, libraries, artist representatives, educational institutions, manufacturers, and their associations collaborate toward that shared goal. The PLUS standards allow rights and attribution information to travel within image files in a machine-readable format that provides access and universal understanding.