Long's Electronics

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Long's Electronics was an electronic parts and distribution company based in Birmingham. The company was founded in 1968 by James Long who started selling audio cassettes from his garage. Most of the first customers were churches using the cassettes to record Sunday services. Over time, more and more products became available as the entire audio/visual electronics industry evolved from audio cassettes, to video cassettes, to home computers, to satellite television delivery systems. Long's specialized in electronic products and accessories for the religious, educational, institutional, training, and government markets.

Local television sportscaster Herb Winches began doing commercials for Long's in the early 1980s. When he moved back to WBRC-TV from WVTM-TV in 1982, he was told he could continue doing the commercials. But in 1985 general manager Nick Bolton gave Winches an ultimatum just before air time to stop doing the commercials or be terminated. Winches refused, losing his job.

At it's peak Long's had $100 million in sales and 235 employees with seven stores in the Birmingham area and other stores scattered throughout the country in Huntsville; Mobile; Tuscaloosa; Little Rock, Arkansas; San Fernando, California; Lakeland, Florida; Louisville, Kentucky; and Chattanooga, Tennessee.

In 2004, the company was sold to Long's brother, Roy. In 2011, the company went out of business and the contents of their final showroom in Irondale were auctioned off, along with some cars and delivery trucks. Some of Long's former employees went on to found BnC Electronics.

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