The services offered are:

— Purina's podcasts — sound files that listeners can download onto a portable music player such as an iPod — will offer pet owners advice ranging from animal training to pet insurance.

— Weekly tips sent to mobile devices will provide similar information, such as how a dog or cat can shed a few pounds.

— Ringtones for cellphones, including the Friskies “Feelin' Alright” jingle, are part of the strategy.

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