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Owing to marketing attitudes at the time, the 12-inch format was reserved solely for higher-priced classical recordings and Broadway shows. Popular music appeared only on 10-inch records. Executives believed classical music aficionados would leap at the chance to finally hear a Beethoven symphony or a Mozart concerto without having to flip over a seemingly endless series of four-minute-per-side 78s, but popular music fans, used to consuming one song per side at a time, would find the shorter time of the 10-inch LP sufficient.