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Jun13
$ 600 Million of Teen Ringtones
When the cell phone rings, we answer. We do this because someone is trying to reach ring_tone.jpgus, and because the sound of ringing phones is annoying. Yes, our LG phone comes with umpteen ring tones. Some tones are even snippets of famous classical music. But all of these tones--repeat all--are annoying. So we are clearly not the market for paid ringtones favored by the 13 to 21 year old set. But ringtone company Zingy wants to reach these teens enough to launch a $ 3 million advertising campaign with print and shopping mall point of sale. Look for Zingy ringtones in Cosmo Girl, and Seventeen magazines, and in malls from Detroit to Orlando. Of course, $ 3 million sounds reasonable for a company who scored $ 200 million in ringtone sales last year. The entire ringtone market is projected to reach $ 600 million this year, according to BMI, one of the licensing arms of the music industry. So, we applaud this advertising campaign—just don’t call us.

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1 Comments/Trackbacks




Hi Rich -

Cingular seems to be the company to beat in the world of ringtone marketing. They do a lot of celebrity-focused promotions online, including Ashlee Simpson and Mary J. Blige.

Here's Ashlee shilling for Cingular in a Valentine-themed ad (note her pre-nose job profile!) -

http://adverlicio.us/cingular_ashlee_simpsons_l_o_v_e_ringtone_300x250

Also, Mary J. Blige in a similar ad -

http://adverlicio.us/cingular_mary_j_blige_be_without_you_ringtone_300x250

More recently, Cingular has been heavily promoting "AnswerTones" -- musical snippets played while your callers are waiting for you to answer your phone.

Here's one from the campaign -

http://adverlicio.us/cingular_answertones_your_ex_300x250

It's clearly big business.

Enjoy!

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