The Hits Keep Coming: Shure to Discontinue Its Phono Line ​



(Shure) Shure's $109 Whitelabel DJ Record Needle

(May 2, 2018) Iconic staples of the physical media world continue to erode away, with Shure’s Phonograph Cartridge product category being the latest to disappear. Beginning Summer 2018, Shure will no longer produce phono products. That means the company’s current catalog of six needles and cartridges (ranging from the $59 SC35C to the $109 Whitelabel DJ Record Needle) will slowly melt into the history books as stock is no longer refreshed.According to Shure’s press statement, the decision to ax its phono offerings is largely due the company’s inability to maintain “exacting standards.” Whether that means parts are increasingly difficult to source, costs have risen, or sales are no longer able to support production (perhaps a combination of the three?), isn’t clearly defined.The company is not shutting its doors, however, as it will continue to support its various lines of professional and commercial audio equipment, along with consumer grade headphone and earbud models.Shure first opened for business in 1925 as a radio parts wholesaler, eventually entering the phono world during 1933. The company claims its phonograph market dominance officially arrived in 1946, as it became the largest cartridge supplier in the United States. According to Mark Settle of djworx.com, the loss of Shure’s M44-7 cartridges and needles will be felt throughout the DJ vinyl world, but the resulting void will quickly be filled by offerings from companies such as Ortofon.