Almost In Love

On March 10, 1957, Colonel Parker had written to RCA’s Steve Sholes: “Overexposure is like a sunburn. It hurts.” These words had by now clearly been forgotten or, at any rate, purposefully discarded – as budget-priced mishmashes like this one chased prestigious packages and contemporary hit material in the marketplace. Almost In Love sold nearly as well as its two economy-line predecessors and was just as meretricious, not even offering any previously unreleased material for the dedicated Elvis fan. It was as if there were not just two separate artists but two separate record companies, with the second committed to an endless recycling of product, irrespective of the effect on the first.