Say
hello to Elvis? Ringtones tap into a million-dollar market
Angela
Landon's boyfriend calls her on her cell phone, and she's
treated to the celestial strains of Handel's "Hallelujah Chorus."
When it's her family in Texas calling, her phone plays the
theme from television's "Dallas." NYC friends set off a round
of "New York, New York." Pesky unidentified callers? She's
warned with a snippet of Elvis' "Suspicious Minds."
Landon,
you see, had become bored by the generic jingles programmed
on her cell phone at the factory -- the reveille, the William
Tell Overture, the Mexican hat dance. So she joined the army
of consumers now spending $300 million a year, according to
one market study, to download customized "ringtones" for their
phones.
For
wireless companies, it represents big money -- the next step
in a technological evolution that has transformed the mobile
phone into a personalized multipurpose gadget for talking
to friends, surfing the Web, sending e-mail, snapping photos,
and listening to tunes.
And
for the music labels, it could mean a lifesaving foothold
in the digital download market during financially troubled
times. The industry takes this very seriously, so much so
that Billboard magazine now tracks the nation's Top 20 ringtones,
alongside its well-established charts for album sales and
radio play. Most ringtones come as "MIDI" files: brief, synthesized
versions of songs created especially for the cell phone market.
At
$1.99 to $2.49 a pop, ringtones are actually costlier than
downloading the original recordings from a service like iTunes
or Napster. They're also, believe it or not, more popular:
According to Billboard, in its first week tracking sales last
month, the No. 1 ringtone, "My Boo," sold 97,000 units, whereas
the No. 1 downloaded song, U2's "Vertigo," sold only 30,000.
That surprised Billboard's editors, says Geoff Mayfield, the
magazine's director of charts.
"With
the download you get the whole song, the full dynamics and
vocals, and you can play it as often as you want. With the
ringtone you get 15, maybe 20 seconds of a synthesizer approximating
your song. And yet the No. 1 ringtone outsold the No. 1 download
by more than 3-to-1.
Considering
the economics of it, and the value proposition, we were just
stunned that it was so big." Explore the ringtones market,
says Mayfield, and you'll quickly find that "it's a hip-hop
world." Rappers Snoop Dogg, Lil' Flip, Chingy and Petey Pablo
dominate the Top 10. Hip-hop artists have been the most aggressive
in marketing themselves with ringtones.
Eminem
offers a free ringtone of his single "Just Lose It" for consumers
who purchase the double-disc collector's edition of his new
album, "Encore." Sir Mix-A-Lot has signed an agreement with
Versaly Entertainment to produce ringtones for the youth market,
to be made available by most U.S. carriers. Ludacris, Kanye
West and the Game joined forces to produce an original ringtone,
"Anthem," for Boost Mobile (a division of Nextel); the song
is featured in Boost's TV ads, and proceeds from its sales
have raised more than $20,000 for youth organizations.
Also
popular are TV and movie themes: "Sex and the City," "The
Godfather" and "John Carpenter's Halloween." Latin music --
both rock and salsa -- is a growing market. You can even get
your fix of Bollywood hits from India. For all the buzz about
custom ringtones within the music and wireless industries,
the trend is in its infancy as a mass-culture phenomenon.
According
to a survey of cell phone users conducted by NPD, a market
research group, only 14 percent of those who had phones with
the capability to download ringtones had done so -- still
a long way from market saturation. But as NPD's director of
industry analysis, Ross Rubin, observes, "Improvements in
technology are allowing manufacturers to enable these capabilities
in more affordable phones. So today, even the free phones
that you get from carriers will offer polyphonic ringtones,"
which produce harmonies rather than single-note melodies.
"Now
on higher-end phones we're starting to see ringtones that
are actual samples of the song. Different carriers have different
names for them, but they're called things like 'true' ringtones."
Here the United States is following the lead of Asia, where
consumers have wholeheartedly embraced wireless communication.
"It's ... been all the rave in South Korea, where millions
of people have subscribed to ringback tones," explains Thomas
Hesse, president of Sony BMG's global digital group.
"We
see enormous potential and a great dynamic in the mobile market,
and some of the markets in Southeast Asia are really showing
the way." While Elvis tunes are popular they don't compete
in raw numbers with today's tunes which are scooped up by
teenagers.
And
like Eimenen, EIN suggests BMG/Sony could offer a FREE Elvis
ringtone to fans who buy the latest Elvis CD. (News,
Source: Detroit News)
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Zoofilia Comics -
Perhaps the most significant shift at the intersection of animal behavior and veterinary science is the rise of Fear-Free and Low-Stress Handling certifications. For generations, the prevailing wisdom was that "restraint" was necessary for safety. We now know that chronic stress and fear compromise the immune system, skew lab results (due to elevated cortisol and glucose), and create dangerous patients.
Behavioral science has taught us that a terrified animal is not a compliant patient. A dog whose heart rate is 180 bpm due to fear rather than exertion is not receiving an accurate physical exam. Consequently, veterinary curricula now include advanced modules on canine and feline body language.
In the quiet examination room of a modern veterinary clinic, a scene is unfolding that would have been unrecognizable to a veterinarian from fifty years ago. The veterinarian is not just looking at a blood panel or palpating an abdomen; they are watching the subtle flick of a cat’s tail, the averted gaze of a dog, or the feather-baring posture of a parrot. This is the intersection of animal behavior and veterinary science—a dynamic field that is fundamentally changing how we diagnose, treat, and prevent disease.
For decades, veterinary medicine focused primarily on pathophysiology: the mechanical breakdown of organs, the invasion of pathogens, and the chemical imbalances of metabolism. Today, a paradigm shift has occurred. We now understand that behavior is not a separate "soft" science, but rather the sixth vital sign. It is often the earliest indicator of illness, the primary determinant of treatment success, and the leading cause of mortality (via euthanasia) for healthy animals. Zoofilia Comics
This article explores the profound synergy between behavior and medicine, revealing how understanding the mind of an animal is essential to healing its body.
Integrating behavior into veterinary science changes the workflow of the entire clinic. The concept of "Fear Free" veterinary visits has revolutionized the industry. Historically, we restrained animals into submission to take temperatures or draw blood. We called it "necessary stress." Today, we understand that stress suppresses the immune system, elevates blood glucose (skewing diabetes tests), and causes false elevations in blood pressure and heart rate.
A Fear Free practice uses behavioral knowledge to get better medical data. For example: Perhaps the most significant shift at the intersection
By prioritizing the animal’s emotional state, veterinary scientists obtain cleaner diagnostic samples and safer physical examinations.
Animals are masters of disguise. In the wild, showing weakness is an invitation to predation. Consequently, our domestic companions have inherited a genetic imperative to hide pain and illness until they are physiologically incapable of doing so. This is where animal behavior becomes a clinical flashlight in the dark.
Consider the common house cat. A veterinarian relying solely on blood work might declare a feline "healthy" based on normal values. However, a veterinary scientist trained in behavior notices the cat has stopped jumping onto the bed, is urinating just outside the litter box, or has developed a "puffiness" in the fur along its lower back. For Veterinary Professionals:
These are not "bad behaviors"—they are clinical signs. The refusal to jump indicates orthopedic pain (osteoarthritis). The elimination outside the box suggests cystitis or renal disease. The puffy fur is piloerection caused by chronic back pain. Animal behavior and veterinary science converge here: the behavior is the symptom.
The synergy between animal behavior and veterinary science has transitioned from a niche interest to a clinical necessity. This review evaluates how understanding species-specific behavior, ethology, and learning theory enhances veterinary diagnostics, treatment compliance, welfare, and safety. It argues that behavioral knowledge is not an adjunct to veterinary medicine but a core competency for reducing stress, preventing misdiagnosis, and improving patient outcomes.
To harness the power of this intersection, both veterinarians and pet owners must change their vocabulary.
For Pet Owners:
For Veterinary Professionals: |
