LP Price Cut

RCA Victor, biggest of all U.S. record manufacturers, took a bold step, chopped from 40% to 23% off its highest-priced LPs and EPs (mostly classical music). All Victor twelve-inch LPs (except original-cast show albums) now list at $3.98, all ten-inch at $2.98 apiece.

The record-price situation has long been as complicated as a Stravinsky score. A single company might have as many as 21 different "suggested list prices," for its different lines, speeds and performances, ranging from 89-c- to $5.95. Furthermore, record dealers offer discounts, some as high as 30%, so that a customer might buy a $5.95 LP in one shop and find the same disk for as little as $4.25 in another shop.

Victor's move to simplify this maze simply brings list prices down to what people are paying at many discount dealers anyhow. Industry men and dealers sputtered as they heard the news. Columbia, Victor's biggest competitor, was caught with its policy down, hastily announced a cut that generally met Victor's new prices (but such high-cost items as the Casals Festival recordings will sell at $4.95 or $5.95). London also cut to Victor's level, except for operas. Both Angel, with its luxurious, factory-sealed albums imported from Britain, and Westminster bravely insisted that they would maintain present prices (standard top: $5.95). Several small labels said they were cutting prices, although the competition may drive some independents out of business.

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