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If You Want to Sell Christmas Music, Put It on Vinyl

It's the domain of an audience that skews younger by the year, but slightly more traditional, with new Jack White releases blending with Beatles reissues in the upper echelons and both deep catalog cuts and fresh faces blending on Record Store Day in April. In fact, the organizers of Record Store Day note that the average age of a record buyer has dropped from 49 as recently as 2007 to just 23 today.

It's why, for the last five years, the organizers of Record Store Day have held Black Friday events featuring exclusive releases. This year's offerings included singles from U2, the Rolling Stones, Lana Del Rey and the aforementioned Vince Guaraldi Trio, whose Linus and Lucy from A Charlie Brown Christmas was issued as a gold-vinyl 45.

Some labels are starting to get it. A re-release of John Denver & The Muppets' 1977 album A Christmas Together made the Record Store Day holiday cut, as did a 7-inch vinyl version of the Blind Boys Of Alabama's Christmas In Dixie and a 10-inch picture disc of Ernie Kovacs A Percy Dovetonsils Chrithmath.

At some point, digital album sales and CD sales are going to intersect and the format will change. However, if you're recording a holiday album and know you have a proven promotional winner in vinyl, why wouldn't you press fewer unsellable CDs and put a few thousand vinyl copies in fans' stockings each year?

-- Written by Jason Notte in Portland, Ore.

>To contact the writer of this article, click here: Jason Notte.

>To submit a news tip, send an email to: tips@thestreet.com.

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Stock quotes in this article: NLSN 
Jason Notte is a reporter for TheStreet. His writing has appeared in The New York Times, The Huffington Post, Esquire.com, Time Out New York, the Boston Herald, the Boston Phoenix, the Metro newspaper and the Colorado Springs Independent. He previously served as the political and global affairs editor for Metro U.S., layout editor for Boston Now, assistant news editor for the Herald News of West Paterson, N.J., editor of Go Out! Magazine in Hoboken, N.J., and copy editor and lifestyle editor at the Jersey Journal in Jersey City, N.J.

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