Flexible or so-called "unbreakable" records made of unusual materials were introduced by a number of manufacturers at various times during the 78 rpm era. In the UK, Nicole records, made of celluloid or a similar substance coated onto a cardboard core disc, were produced for a few years beginning in 1904, but they suffered from an exceptionally high level of surface noise. In the United States, Columbia Records introduced flexible, fiber-cored "Marconi Velvet Tone Record" pressings in 1907, but the advantages and longevity of their relatively noiseless surfaces depended on the scrupulous use of special gold-plated Marconi Needles and the product was not a success. Thin, flexible plastic records such as the German Phonycord and the British Filmophone and Goodson records appeared around 1930 but also did not last long. The contemporary French Pathé Cellodiscs, made of a very thin black plastic, which uncannily resembles the vinyl "sound sheet" magazine inserts of the 1965–1985 era, were similarly short-lived. In the US, Hit of the Week records, made of a patented translucent plastic called Durium coated on a heavy brown paper base, were introduced in early 1930. A new issue came out every week and they were sold at newsstands like a weekly magazine. Although inexpensive and commercially successful at first, they soon fell victim to the Great Depression and production in the US ended in 1932. Related Durium records continued to be made somewhat later in the UK and elsewhere, and as remarkably late as 1950 in Italy, where the name "Durium" survived far into the LP era as a trademark on ordinary vinyl records. Despite all these attempts at innovation, shellac compounds continued to be used for the overwhelming majority of commercial 78 rpm records during the lifetime of the format.

What was a major downfall of the success of Durium records?