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NASHVILLE, TN, JUNE 7, 2010 — Hundreds of people answered the call at Winter NAMM, and now Elixir Strings is inviting all Summer NAMM 2010 attendees to stop by Booth 728 to take the Elixir Cables Comparison Challenge. Retail employees who are able to hear the difference between an Elixir Cables setup and an industry standard counterpart receives a patch cable courtesy of Elixir Strings.

The first Elixir Cables comparison took place at this year’s Winter NAMM, where music industry professionals were able to hear a clear difference between the two setups. This time, Elixir Strings is adding a challenge to the mix: The entire Elixir Cables line of instrument and patch cables will once again be demonstrated in a side-by-side comparison with a comparable industry setup. Representatives of music industry retailers will be given the opportunity to play, or listen to a skilled musician play, a guitar hooked up to the Elixir Cables rig as well as an industry-standard cable setup.

“With the success of our cable comparison at Winter NAMM, we’re challenging Summer NAMM attendees to come face the music,� says Craig Theorin, Elixir Strings product manager. “We’re confident that every person will be able to hear the increased clarity of the Elixir Cables setup over that of a competitor.�

While ordinary cables can distort the sound of a player’s guitar by artificially boosting the mids and cutting the highs, the full line of Elixir Cables instrument and patch cables provide the lowest capacitance, minimizing tone loss from a guitar setup and delivering the truest voice of a player’s guitar. Elixir Cables players experience nothing but clean, clear signals, which increase the quality of their performances.

Elixir Cables feature a unique combination of extreme durability and flexible, non-twist memory for a superior performance and easy, efficient use. The dual-shield construction of the cables protect against EMI and handling noise with an abrasion-resistant jacket that provides superior cut resistance. Elixir Cables instrument cables are available in lengths of 10, 15, 20 and 30 feet, in either right- or straight-angle jacks. The company’s recently introduced patch cables are available in 6-inch and 12-inch lengths with a right-angle-to-right-angle plug configuration.

About Elixir® Strings
Elixir Strings is the pioneer in coated string technology and is available in two string ‘flavors.’ Strings with ultra-thin NANOWEB® Coating provides the bright tone and punch of uncoated strings, yet keep their lively tone three to five times longer than ordinary strings. The thin coating is nearly undetectable – providing the feel of traditional strings. Elixir Strings with original POLYWEB® Coating also sound great three to five times longer than ordinary strings, have a balanced tone with smooth response, feel comfortably smooth, and reduce finger squeak. Elixir Strings are available in a full range of gauges for acoustic guitar, electric guitar, bass, banjo, and mandolin.

Today, Elixir Strings are installed as original equipment by a growing list of discriminating electric guitar and bass manufacturers including Ibanez, Tom Anderson Guitarworks, iGuitar, Carvin, Melancon Guitars as well as premium acoustic guitar luthiers such as Taylor Guitars, Santa Cruz Guitar Company, Lakewood Guitars, CA Guitars, Carvin, and Goodall Guitars. Elixir Strings are endorsed by popular artists such as Melissa Etheridge, Dave Mason, Michael W. Smith, Jim Messina, Christopher Cross, Bob Seger, Taylor Swift, Jewel, and Drowning Pool.

Elixir Strings are manufactured by W. L. Gore & Associates, Inc., the company widely known for such innovations as GORE-TEX® Fabrics. For more information, please visit