In 1961, RCA Victor Records released His Latest Flame b/w Little Sister on compact 33. The prefix (37) denotes compact 33. The catalog (7908) is identical to the relatively common counterpart release as a 45 RPM (47-7908). This release was part of an industry-wide attempt to establish a one-speed record market which began in 1960, that was anticipated to phase out the 45 RPM within two to five years of it’s introduction. Using big name artists, like Elvis Presley to propagate sales of the compact 33 in the direction of market domination should have been enough, however, it wasn’t. In 1961, 45 RPM record sales were climbing at a record pace, the major discount stores cut retail prices by nearly 22%, and lack of inexpensive automatic 33-speed singles player discouraged the promotion of the compact 33. All these factors and more attribute to the extreme rarity of this single.
Mfg: RCA Victor Records
Title: His Latest Flame b/w Little Sister
Artist: Elvis Presley
Book Value: $6,000 picture sleeve, $6,000 record
The images above are taken from the following eBay auction, which only offers the sleeve not the record.
Date: Aug 9, 2008
I just discovered in my collection of images more pictures of the 37-7908 record. These images show the Compact 33 Single with “New-Orthophonic” under RCA logo at upper right on the His Latest Flame side of the sleeve, unlike the August 2008 example, where “New-Orthophonic” under RCA logo at upper right is on the Little Sister side. These images are dated August 2000, but I believe them to be older. It is interesting to note that the “New-Orthophonic” under RCA logo at upper right is consistant to both examples of this sleeve. It is documented that there is a “Stereo-Orthophonic” under logo at upper right exists.
It is unknown which one of the two examples are more common as here is another 8/2000 image of another offering.
RCA ran a one page advertisement for this release on page 21 in the September 4, 1961 issue of Billboard magazine. It should be noted that there are distinct differences between the image below and the ones documented above (aside from it is a black and white photo).