When I’m Gone – Craig Morgan (Black River)

There is no reason on earth for this record to be as long as it is. It’s got about 2:30 worth of stuff but they took fifteen seconds short of four minutes to fluff it up with, I dunno what to call it. Value-added options? It starts off real promising, an electrified banjo with some other electric thingie sliding up and down the scale next to it. Interesting, that. He starts singing about his legacy, contemplating his own mortality, see. The music is mixed too hot on the track so a good portion of his lyrics are unintelligible. Kiss of death in a Country record when the listener has to struggle to understand the words. On second listen, it struck my ear somewhat better. Not by much though. One of my bestest, oldest buddies in the record business is promo honco for the label and ahh do hope it’s a hit for him and that my first impressions here off the mark.


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I am one of the pioneers of the Hot Country format that swept across radio in the late 80's. In the early 80’s, I began advising his clients to make two significant formatting moves: 1) Increase the tempo. 2) Play more Currents. What seemed radical at the time, immediately producing ratings winners. My report about the formatting tactics I was using "Repositioning Country Radio" was published in ‘91. It was purchased by more than 200 radio programmers and served as a basic game plan for the Hot Country movement. Today, most radio markets have at least one station positioning itself as “Hot” Country. However, I no longer advise using the slogan anymore. As the format continues to evolve rapidly, new strategies are needed to maintain market share. First announcing job in '64; first PD position at age 18. I served as PD, air talent and station manager in twelve diverse markets prior to starting my consulting business in 1981. At the end of the 90's, I began transitioning from consulting to full-time business development of my music scheduling software company. Conceived and developed the first for the Macintosh computer, introduced in 1987; and Music1™, the first scheduler for Windows, introduced in 1994. The Mac-based scheduler was retired in the early 90s. The innovative Music 1 scheduler is now installed in broadcast and webcast stations around the world. Author of The Programming Operations Manual, radio's only step by step "how to" programming and formatting guide. The $99 book has been purchased by over 3000 broadcasters in the U. S. and around the world. I've often written about the technical, strategic and philosophical aspects of radio programing. My articles have appeared in all major trade publications. Experienced in all standard radio research methodologies; focus group, one-on-one interviews, questionnaires, call-out, etc. From jingles to TV production, billboard and bumper sticker design, telemarketing to direct mail, I've been involved in every aspect of radio programming and marketing.