Although Diva has reposted some good guidance, I am providing the following without seeing the issue first hand.
With the limited available information, it sounds like in a situation where you have multiple pictures, if you select the primary picture it shows properly; however, if you select the additional image then nothing shows. Have you reviewed the filename of the database (including extension) against the stored file, your .htaccess permissions, and the extensions expected by this plugin? I came across an issue once before where I had some files with an extension of JPG instead of jpg and I had limitations in my .htaccess to allow jpg but not JPG. when attempting to view the picture it would not show.
That said, you mentioned (right or wrong) that the "no image" image showed, this isn't the same "no image" image of not uploading an image for a product is it, but rather an "error" image associated with not being able to display the desired image, correct?
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