NEW YORK--Elektra Records,looking to capitalize on the growing popularity of the 5-inch CD,has issued a boxed set of four previously issued Cure singles "The CD·5 is slowly but surely catching on," says David Bither,Elektra VP of marketing."Some retailers are committed [to the CD-5],but others have a problem." To help the latter group overcome its reluctance,the four Cure singles are packaged under the title of "Integration," in a reusable 6-by-l0-inch longbox. Generally, CD-5s are issued in the jewel box,without a longbox. Bither explains the odd-size longbox for the Cure release this way: "If we had packaged the singles in a 6-by-12 longbox,then it would easily become confused with album releases.The 6-by-10 still fits into store fixtures,but it looks different,and that's the point.It will let the consumer know. Hopefully the Cure package will break the ice further" on CD-5 sales. "Integeration",which contains 17 Cure songs,has a suggested list price of $24.98.The four CD-5 singles included in the package are "Love Song," "Lullaby," "Pictures Of You," and "Fascination Street," all cuts from the Cure's latest studio album, "Disintegration," from which the current package derives its name.Each single comes in a jewel box,which fits snugly into the longbox,along with a poster of the Cure. The Cure has been the label's best selling CD-5 artist, generating sales in the area of 35,000-50,000 units on each release,Bither says.Elektra shipped more than 25,000 units of "Integration." So far,the label has released about 16 CD-5s in the past year,including the four Cure titles."Now,CD-5s are aimed at the collectors' market,but the lines between collectors and the [general music customer] will soon become blurred," Bither predicts.
