Compact Disc packaging was the hot topic in the record world of the late 80s and early 90s. CDs had been around for a few years, but record stores still didn’t have a good way to display them, because their shelves were formatted to display 12” vinyl LPs. The solution was to package CD jewel cases inside of cardboard boxes that were just as tall as a vinyl album but half as wide. This allowed the shelves to fit two “longbox” CDs side-by-side on an LP rack.
Artists, however, objected to the wastefulness of the longbox. In 1991, R.E.M. had a record coming out, and they did not want millions of trees cut down just to create this extra packing. The Warner Brothers sales department knew that this album absolutely had to come out in a longbox if it was going to do well in retail, and that’s when Jeff Gold realized that he could merge the two projects he was working on. Jeff Gold realized that he could convince R.E.M. to use a longbox if they could use the CD longbox to advance the Rock the Vote campaign.”