The Augusta-Richmond County Coliseum Authority set aside $39,000 on Tuesday for member Johnny Hensley's plan to use newspaper ads to woo big-name music acts to the James Brown Arena.

But because some members aren't entirely sold on the plan, Mr. Hensley has to get the board's permission before spending the money.

"I think you'll have to come back and do some more fast talking," member Mildred McDaniel ribbed.

Mr. Hensley asked for the money to be put in the current year's budget, which ends June 30 but wasn't approved until Tuesday. Accountant J.T. Cosnahan, of Baird & Co., said the authority had to wait for new management company Global Spectrum to get acclimated.

Mr. Hensley wants to run full-page ads in The Atlanta Journal-Constitution and The (Nashville) Tennessean asking artists to consider playing at the arena named for the late Godfather of Soul. He showed authority members markups of his proposed ads, which show a youthful James Brown belting into a microphone, with "Wanted" above lists of 10 artists based or rooted in those newspapers' coverage areas.

The Atlanta ad lists Elton John, Billy Joel, Ludacris, Sugarland, Alan Jackson, Widespread Panic and R.E.M., among others.

The Nashville version lists Brad Paisley, Tim McGraw, Faith Hill, George Jones, Reba McEntire, Dolly Parton and Brooks impact; Global isn't appealing directly to artists; and entertainment agents get hundreds of letters that "fall on deaf ears."

"With this, it's an old Ronald Reagan concept -- go directly to the people," Mr. Hensley said.

Ms. McDaniel said she wanted to work with Mr. Hensley. She seconded Mr. Fennoy's motion that the budget be approved with the $39,000 included, with a requirement that Mr. Hensley get any expenses approved beforehand.

The motion passed 3-2, with Ms. Jenkins and Keith Brown opposed. The other six authority members were either absent or had left early.

Mr. Cosnahan, the accountant, said the current year's budget projects a loss of about $1.5 million, cushioned by nearly $2.3 million in hotel/motel and beer taxes, for an overall loss of $787,711.

Of that loss, $900,000 is depreciation of assets, not actual money, so the authority will get by, he said.

Reach Johnny Edwards at (706) 823-3225 or johnny.edwards@augustachronicle.com.