Radio age research, manufacturing, communications, broadcasting, television (1941)

Indicative of the continued growth of the "45" system, Mr. Folsom revealed that beginning July 1, RCA Victor will ship only "45" popular records to more than 2,000 radio stations throughout the country, re- placing the shipment of 78-rpm records for broadcast use. He pointed out that this is another signpost of listener acceptance of the "45" system and represents a logical follow-up to the conversion that already has taken place in automatic music machines. The "Listener's Digest" "The '45' system has become the standard for virtu- ally all new popular records," Mr. Folsom declared. "It also has created new and expanding interests in the field of classical music. "In this connection, RCA Victor has produced a truly monumental new record album to commemorate the fifth anniversary of the '45' system. It is the 'Listener's Digest,' which, in one album, brings condensed versions of twelve great musical masterpieces. These records feature the world's greatest recording artists playing selections by seven renowned composers. "More than thirteen months of intense effort was expended in preparing the 'Listener's Digest'. The original uncondensed recordings are five hours, fifty minutes, seventeen seconds in length. The Listener's Digest' album runs two hours, thirty-five minutes and sixteen seconds. It is a masterpiece destined to interest millions of people in music of the masters." Mr. Folsom explained that in order to implement the distribution of the "Listener's Digest," RCA is offer- ing the new album as part of a package which includes a 45-rpm "Victrola" phonograph and a 42-page Musical Enjoyment Guide. "We are convinced," he said, "that the 'Listener's Digest' will please parents who will find this new con- cept in records a perfect and inexpensive way to intro- duce their children to fine music. It also will be ideally suited to adults who want to become better acquainted with great music. Schools, too, are expected to make extensive use of this new approach to musical education and enjoyment. "Success of previous RCA Victor albums — such as the Heart of the Symphony,' "Heart of the Piano Con- certo,' and 'Heart of the Ballet' — has proved that the general public will buy great music, even if they are somewhat unfamiliar with it, when the music is pre- sented in an exciting manner. This is done with the Listener's Digest' as it has never been done before in the history of recording." Greatest Advance in 30 Years Observing that the recording industry has kept tech- nological pace with developments in electronics, Mr. Folsom appraised the "45" system as "the greatest ad- vance in fifty years of recorded music." It is, he added, a new standard of musical enjoyment in the "Victrola" field — a standard that highlights and reflects the in- dustry's search for quality and perfection in music re- production. The small, unbreakable, vinyl plastic, wafer- thin records, Mr. Folsom said, have revolutionized many aspects of the "Victrola"-phonograph industry, including the merchandising of records. Mr. Folsom paid tribute to merchandisers for the outstanding role they have played in making the 45-rpm system a part of the American home entertainment scene. He cited Raymond Rosen and Company, Inc., RCA Victor distributor in the Philadelphia area, as an out- standing example of a firm which has successfully mer- chandised the 45-rpm system. He said that in five years the Raymond Rosen organization has sold more than 3,500,000 45-rpm discs and nearly 195,000 45-rpm "Victrola" phonographs. Recalling the advertisement in March of 1949, an- nouncing RCA's development of the "45," which stated Keeping a close eye on quality in the making of 45-rpm records—here the first master pressing is tested at the RCA Indianapolis plant. ?0 RADIO AGE