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barnaby
hey, OP here:

Can anybody confirm this? Even if it's not true, it's a brilliant idea for a business model to increase ad revenues of a service.

Also, Has anybody found the 10x figure for people clicking on pictures to be true?

Jun8
I don't know of any studies but I, for one, would be much more inclined to click on a [pic] link compared to a text one, given the topics are of nearly equal interest. The reason is, you can judge the relevance/interesting-ness of a photo at a glance, comes in handy when you want to review a lot of entries.
fleitz
Setup two gmail accounts and post an ad to CL. Same ad, one with pic, one with out.
zaidf
Pics provide instant gratification. They are also usually low on intellectual info. And thus pic-only submissions are mostly flagged/removed on HN from my experience.