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US Columbia 7-inch 33⅓ rpm singles (1949-1951). Columbia initially referred to these singles in advertising as 7" Lps, presumably the 33⅓ rpm playback speed to "long playing". Master numbers have a ZLP prefix. 
In 1947, Columbia was renamed Columbia Records Inc. 1948 saw the first classical LP Nathan Milstein's recording of the Mendelssohn Violin Concerto. Columbia's 33 rpm format quickly spelled the death of the classical 78 rpm record and for the first time in nearly fifty years, gave Columbia a commanding lead over RCA Victor Red Seal.
Columbia's president Edward Wallerstein was instrumental in steering Paley towards the ARC purchase. He set his talents to his goal of hearing an entire movement of a symphony on one side of an album. Ward Botsford writing for the Twenty-Fifth Anniversary Issue of High Fidelity Magazine relates: "He was no inventor—he was simply a man who seized an idea whose time was ripe and begged, ordered, and cajoled a thousand men into bringing into being the now accepted medium of the record business." Despite Wallerstein's stormy tenure, in June 1948, Columbia introduced the Long Playing "microgroove" LP record format (sometimes written "Lp" in early advertisements), which rotated at 33⅓ revolutions per minute, to be the standard for the gramophone record for forty years. CBS research director Dr. Peter Goldmark played a managerial role in the collaborative effort, but Wallerstein credits engineer William Savory with the technical prowess that brought the long-playing disc to the public.
By the early 1940s, Columbia had been experimenting with higher fidelity recordings, as well as longer masters, which paved the way for the successful release of the LPs in 1948. One such record that helped set a new standard for music listeners was the 10" LP reissue of The Voice of Frank Sinatra, originally released on March 4, 1946, as an album of four 78 rpm records, which was the first pop album issued in the new LP format. Sinatra was arguably Columbia's hottest commodity and his artistic vision combined with the direction Columbia were taking the medium of music, both popular and classic, were well suited. The Voice of Frank Sinatra was also considered to be the first genuine concept album. Since the term "LP" has come to refer to the 12-inch 33+1⁄3 rpm vinyl disk, the first LP is the Mendelssohn Violin Concerto in E minor played by Nathan Milstein with Bruno Walter conducting the New York Philharmonic (then called the Philharmonic-Symphony Orchestra of New York), Columbia ML 4001, found in the Columbia Record Catalog for 1949, published in July 1948. The other "LP's" listed in the catalog were in the 10 inch format starting with ML 2001 for the light classics, CL 6001 for popular songs and JL 8001 for children's records.[31] The Library of Congress in Washington DC now holds the Columbia Records Paperwork Archive which shows the Label order for ML 4001 being written on March 1, 1948. One can infer that Columbia was pressing the first LPs for distribution to their dealers for at least 3 months prior to the introduction of the LP on June 21,[32] 1948.[33] The catalog numbering system has had minor changes ever since.
Columbia's LPs were particularly well-suited to classical music's longer pieces, so some of the early albums featured such artists as Eugene Ormandy and the Philadelphia Orchestra, Bruno Walter and the New York Philharmonic Orchestra, and Sir Thomas Beecham and the Royal Philharmonic Orchestra. The success of these recordings persuaded Capitol Records to begin releasing LPs in 1949. Even before the LP record was officially demonstrated, Columbia offered to share the new speed with rival RCA Victor, who initially rejected it and soon introduced their new competitive 45 RPM record. When it became clear that the LP was the preferred format for classical recordings, RCA Victor announced that the company would begin releasing its own LPs in January 1950. This was quickly followed by the other major American labels. Decca Records in the U.K. was the first to release LPs in Europe, beginning in 1949. EMI would not fully adopt the LP format until 1955.
An "original cast recording" of Rodgers & Hammerstein's South Pacific with Ezio Pinza and Mary Martin was recorded in 1949. Both conventional metal masters and tape were used in the sessions in New York City. For some reason, the taped version was not used until Sony released it as part of a set of CDs devoted to Columbia's Broadway albums.[34] Over the years, Columbia joined Decca and RCA Victor in specializing in albums devoted to Broadway musicals with members of the original casts. In the 1950s, Columbia also began releasing LPs drawn from the soundtracks of popular films.