 This allowed over ten minutes playing time per 12-inch side of the records, but the high cost of his long-playing discs (10 shillings apiece), the fact that the speed varied, and the complexity of the playback attachment prevented popular acceptance.In 1923 he set up a disc recording plant, under the name of World Record (Australia) Limited.The plant was in Bay Street Brighton a suburb of Melbourne, from where he produced his 78 rpm to 33 rpm discs.