A fear of any CEO
is heading a company
whose complete product line becomes obsolete.
That happened to Cris Ashworth
of United Record Pressing
yet the company and his leadership survived.
Survived the mass consumer move
from vinyl records to CD’s to digital.
Survived with a core business still in vinyl.
How did they do it?
They embraced going niche.
They targeted DJ’s
(avid users of vinyl).
They played up the novelty,
the quality,
the colors,
the artwork.
And now, they offer hosting of digital downloads
driven by special codes on the records.