The Seasons Turn, and the Turntable Stops

Dennis Ryan, Chicago Advertising, Element 79Technics’ SL-1200, the laptop of record-players, announced the end of its thirty-eight year production run last week.  Combined with Pontiac’s official death yesterday, this news might send some old school types into a nostalgic funk.

DJ’s love this turntable because it’s a workhorse—it handles the bumps and bruises of the itinerant life with aplomb, taking a licking and keeping on spinning.  But with sales a mere 5% of what they were ten years ago and analog components increasingly tough to source, parent company Panasonic opted to pull the plug.

Those unfazed by sentiment won’t mourn it’s passing; iPod’s and MP3’s are much easier to carry around.  But like Polaroid film, floppy disks, cassettes, VHS tapes, and Walkmans, this Technic’s turntable played a major part in the youth of multiple generations.  And anything associated with those halcyon days when a dance or a party or a new track to wow your friends determined the success of the week resonates long after you started turning your attention to stuff like careers and rent and jury duty.  Joy, and even the memories of youthful joy, pays dividends over a long, long time.

Anyone have some Psychedelic Furs they can send my way?

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By Dennis Ryan, CCO, Element 79

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President Gas, anyone?

R.I.P. Technics SL-1200.

Never a big fan of your sound but a big fan of your ability to tough it out.