Partly as an attempt to compete with the LP introduced in 1948 by rival Columbia, RCA Victor introduced "Extended Play" 45s during 1952. Their narrower grooves, achieved by lowering the cutting levels and sound compression optionally, enabled them to hold up to 7.5 minutes per side—but still be played by a standard 45 rpm phonograph. In the early era record companies released the entire content of LPs as 45 rpm EPs. These were usually 10-inch LPs (released until the mid-1950s) split onto two seven-inch EPs or 12-inch LPs split onto three seven-inch EPs, either sold separately or together in gatefold covers. This practice became much less common with the advent of triple-speed-available phonographs.