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None of this means that advertisers just have to turn the audio dials and consumers will come running. Indeed, sometimes they flee. In the early years of mainstream cell-phone use, the Nokia ringtone was recognized by 42% of people in the U.K. - and soon became widely loathed. That, Lindstrom says, was partly because so few users practiced cell-phone etiquette and the blasted things kept going off in movie theaters. The Microsoft start-up sound has taken on similarly negative associations, because people so often hear it when they're rebooting after their computer has crashed. In these cases...

Author: /time Magazine | Title: Neural Advertising: The Sounds We Can't Resist | 3/1/2010 | See Source »

...that water is a much better conductor of heat than air is. Set a water bath to 145°F (63°C), and food will reach that temperature and stay there. (Contrast that with the need to quickly remove meat from an oven or a grill lest it turn into a hockey puck.) Sealing food in plastic also ensures that no flavor or nutrients will seep out. Depending on what kind of food you're cooking and how tender you want it, you drop your pouch of food into water in the morning or the day before you want...

Author: /time Magazine | Title: Sous-Vide Home Cooking: Really Slow Food | 3/1/2010 | See Source »

When author and journalist Judith Warner set out to write a book about children and psychiatric drugs, she too accepted the conventional wisdom that American children are being medicated into numbness. But after extensive interviews with parents, therapists and academics, she made a 180-degree turn. In this impassioned book, the author argues that childhood mental illness is real, widespread and painful to families caught in its grip. Warner believes that statistics about Ritalin's being overprescribed are exaggerated. "Almost no parent takes the issue of psychiatric diagnosis lightly or rushes to 'drug' his or her child," she writes. "Responsible...

Author: /time Magazine | Title: The Skimmer | 3/1/2010 | See Source »

...We’re still really hopeful we can turn it around,” Weintraub said. “This is only the first league match. We play all those other matches to see what works and what doesn’t work. We still have a lot of league matches ahead of us, and we look forward to them...

Author: By Timothy J. Walsh, CRIMSON STAFF WRITER | Title: Men's Volleyball Swept in League Opener, Still Winless | 3/1/2010 | See Source »

...Crimson looked to the singles matches to turn things around...

Author: By Molly E. Kelly, CONTRIBUTING WRITER | Title: Women's Tennis Leaves Midwest With a Pair of Losses | 3/1/2010 | See Source »

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