Today saw good news and bad news for late-1990s music monoliths, as the once-indispensible book and music chain Borders filed for Chapter 11, while the 37th edition of the seemingly unkillable “NOW That’s What I Call Music!” hits-compilation series nabbed the top spot on the charts, with the first six-figure sales week of 2011.

The “NOW” compilations, launched in the U.S. in late 1998, were very much products of the era, when CD singles were extremely marginal as consumer commodities. (Indeed, a mere month after “NOW” first launched, the Billboard Hot 100 began to include radio airplay in its accounting of the week’s hot songs, instead of merely tracking singles sales.) Even though singles-oriented artists like Britney Spears and the Backstreet Boys ruled the airwaves, the recorded music market was still overwhelmingly album-driven, and the “NOW” series offered casual fans a way to sample the biggest radio hits of the day without plunking down $18 each for full-length records that might have only contained a solitary hit.
In an iTunes world, the collections seem like something of a relic. (Last year even saw critic Nathan Rabin begin to take historical stock of the series with his consistently hilarious “THEN That’s What They Called Music!” columns.) Almost every song on the present compilation has been available for individual download for some time, with buyers able to preview and purchase only the songs they want.

The series’ continued success could indicate that consumers still crave a more traditionally curated experience, or it could be seen as a reminder that however badly physical album sales may be suffering, there’s still a healthy percentage of record-buyers who don’t purchase their music digitally. (For comparison, “NOW” presently sits at No. 24 on the iTunes album charts, and No. 60 on Amazon’s digital album chart.)
When given an attractive product, it seems traditional album-buyers can still show up in large numbers. The problem, then, is where they can still actually show up to buy it.
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