Shure catalogue 1985

Page 2

True high fidelity sound reproduction
begins with the phono cartridge. It is the only
point at which the recording is linked to the
rest of your stereo system. Your system could
have the most sophisticated turntable.
receiver and speakers but reproduce poor
quality sound if the cartridge is not functioning
correctly and accurately. While a cartridge
may be the smallest component in your
system. in terms of sound it's the biggest
contributor.

A new Shure phono cartridge is the most
significant improvement you can make to
enhance the sound reproduction from your
stereo system. Because dollar for dollar your
Shure cartridge will deliver more sound
quality than any other component.

Listen to your system. Are you dis-
appointed with what you hear? Your tum-
table. receiver even your speakers cant
compensate for an inferior cartridge. Your
cartridge is the only point at which the
record is linked to the balance of your system.

For over 30 years Shure has been the
uncontested leader in cartridge design and
development. That expertise has resulted in
an unmatched line of cartridges ideal for
today's recordings. including state«of-the-art
digital halfspeed mastered and direct-to-disc.
Each cartridge faithfully reproduces even
the most difficult passages. getting every bit
of sound out of them.

Shures unique design has resulted in
legendary trackability: the ability of the stylus
tip to stay in constant contact with the
record groove walls This has been brought
to near perfection by Shure for the sole pur-
pose of enhancing your listening enjoyment.

What goes on inside a cartridge.

The diagram on the left illustrates the basic
structure of a Shure moving magnet cartridge.
(1) Sound actually Starts when the diamond
stylus tip (needle) rides in the record groove.
tracing the tiny waves of the groove wall. The
motion of this tip moves a (2) magnet. The
magnet and tip are connected by the (3) stylus
shank. Proper design of the stylus shank is
critical for high fidelity performance. Inside
the cartridge body. (4) pole pieces surround
the magnet. (5) A coil of pure copper wire
wraps around one leg of each pole piece. As
the magnet moves. it distributes the magnetic
field among the pole pieces Magnetic energy
flows into the pole pieces and through the
center of the copper coil producing an
electrical signal in the coil. This signal corre-
sponds to the motion of the magnet and
tip finally. this electrical signal is transmitted
to the other components of your stereo
system by terminal pins (6) bonded to the
ends of the coils.

Any error produced or transmitted by your
cartridge is not correctable in your stereo
system. That's why it's critical to choose m.
right cartridge. One that's capable of picv
up all the sound engineered into today's
records and can compensate for common
playback problems like record warp. If your
stylus tip loses contact with the record groove
for even a fraction of a second. the signal
will be distorted. This loss of contact may
also result in groove wall damage that can
permanently harm your records

Why a Shure cartridge?

No other manufacturer in the world knows
more about phono cartridge design than
Shure. When you purchase a Shure cartridge
you're assured of unmatched quality.

Literally thousands of hours go into the
creation of a Shure cartridge. Preproduction
testing involves round-the-clock procedures
with state-of-the-art precision equipment.
Ingenious design refinements and unique new
features are evaluated by advanced computer
technology and real world in-use situations
All cartridges are regularly subjected to a
battery of rigorous environmental. physical.
electrical and extended life tests

Such attention to detail is rare. However:
at Shure this is standard practice because it's
the only way of assuring you the quality and
reliability of a product you can depend on
for years to come.

Whether your turntable has a tone arm
with a standard vi" mount head shell or a
tone arm with the new P-mount direct plug-in
connector. Shure has the right cartridge
in a compatible form.