By Tom Irmen

At least once a week, a client or perspective client will tell me that they just couldn’t pass up an advertising opportunity because of the low price. I usually congratulate them, although I often contemplate just how good of a deal they really received.

For me, I’ve always tried to define those unique characteristics that successfully differentiate me from my competition and then understanding just who my target audience was. If you know what differentiates you in the marketplace and who your target audience is, then advertising need not be that big a mystery.

For example, if you sell upscale women’s apparel that targets working women, then you will want to avoid television or radio spots that air while these women are at work. Radio might be a great option on the drive to or from work, and although more expensive, should produce far better results than the bargain slots that air when your target customer is not likely listening.

If your target audience is just a short distance from your retail location, then a well placed billboard in close proximity might make sense.

A print ad in a publication that saturates your target audience might also make sense. But if you’re in a competitive marketplace where you excel in customer service, a print ad may not allow you to successfully differentiate yourself. In such cases, you may also require advertorial content to accomplish your objective.


While all of this may seem very confusing, it need not be. Ask yourself:

• What differentiates me from my competitors?
• Who is my target audience?
• What is the most effective advertising platform to reach my target audience?


Avoid advertising decisions solely on the basis of price. Consider each dollar spent on advertising as an investment. If a low price has a low return, it’s still a poor investment. Strive to achieve the greatest return of each advertising dollar invested.


Personally, I’d rather spend the same amount of money on a single radio spot that has a great message, that airs at just the right time, and that targets more of my potential customers than 10 spots that air at the wrong time, on the wrong station, with the wrong message, and that targets few of my potential customers. The same is true of print, television, online, billboards, and other platforms.

I believe that 70 to 90% of all advertising dollars are invested poorly and can be saved or invested elsewhere. This coming from a guy who sells advertising for a living. Maybe you should consider passing up that deal that is too good to pass up.

By Tom Irmen

It’s rare indeed when a start-up business doesn’t describe for me what will be their reliance on word of mouth advertising as the foundation for their future success.

While there is no denying that word of mouth advertising has played an important role in the success of many small businesses, it has no doubt played an even greater role in the failure of many more businesses that relied upon it exclusively. I think that most small businesses that state their reliance on word of mouth, staking their future success on its ability to produce both future customers and revenue, do so out of either a lack of understanding of their marketplace or the lack of resources needed to implement a well thought-out marketing strategy.

I’ll be the first to admit that word of mouth advertising has played an integral role in the success of our publishing business, but the true catalyst to this successful word of mouth campaign has been a sustained marketing strategy during several years which combined print, radio, online, and networking platforms.

Small business owners often cite a business who, relying solely on word of mouth, was able to achieve incredible success. Yes, there are exceptions, but they are few and far between, and citing these exceptions will not overcome the often hard, cold realities of the competitive marketplace that you’re likely to discover.

The reliance on word of mouth advertising for many small businesses may result from economic reality, the inability to finance a more robust marketing campaign. But, it’s not likely to overcome the realities of the marketplace where you will be just one voice in a sea of competing voices.

If corporate giants such as Apple and Coca-Cola find it necessary to advertise to further successfully differentiate themselves, how likely is it that you will achieve your full potential relying solely on word of mouth?


If you’re the exception, congratulations. If you think you’re the exception, be wary. But if you’re like the rest of us, allocate what resources you can, and then invest them wisely. Discover which advertising platform(s) best meets your needs, and then commit to a consistent plan of differentiating your small business to potential new customers. Done well, this strategy will become the catalyst to unleashing the full power of word of mouth that will propel you on to success.

By Cindi Alpert



Growing up in a small town in Northern New Jersey as the youngest of four kids, music was a big part of our lives.  My musical influences ranged from Frank Sinatra to Neil Diamond to Todd Rundgren and everything in between.  I have such wonderful memories of my father playing his favorite Mahalia Jackson album.  I would get chills just listening to her soulful tone, and I was amazed at how that woman could sound so sad, so strong at the same time. It is no wonder I ended up in the music business; not only in the radio station business, but also as a performer myself.



I’ve always been drawn to Jazz and Standards from an early age.  I love Julie London, Ella Fitzgerald, Nina Simone, and so many of the old great classic artists that have influenced so many musicians.  I feel so fortunate to have the opportunity to play around the Knoxville area with three amazingly talented Jazz musicians.  My core group includes Wes Lunsford on guitar, Daniel Brown on bass, and Martin Hodge on drums.  All three of them are graduates of the University of Tennessee Jazz Program.  I have also had the pleasure of playing shows with about a dozen other musicians who have come out of that program.



I’ve been told the University of Tennessee’s Jazz Studies Program has long been one of Knoxville’s best kept secrets.  The degree program was founded in 1976 by Jazz Ed pioneer Jerry Coker.  Top notch faculty and a wide variety of performance opportunities make the Jazz Studies Program one of the country’s most attractive programs for aspiring musicians.  From what I have witnessed, the program goes way beyond just musical theory and learning to master the instrument.  The young people I work with are always on time, courteous, and prepared, which says a lot for the program and faculty. Just think of how many 20-something-year-olds you know who are still living at home, mooching off their parents and can’t seem to wake up before noon.



My drummer, Martin Hodge, is also a teacher of music.  He volunteers his time at The Joy of Music School, a not-for-profit organization with a mission to help children learn music who otherwise would not be able to afford lessons or instruments.  According to Martin, music study, without a doubt, positively affects other areas of development. Frank Graffeo, director of the school, explained to me that the kids learn more than just music.  It is about showing up on time, being prepared, being respectful to the teacher, and so on.  The kids are rewarded for their good behavior in addition to their achievements in music. Many of their students have gone on to study music at the university level.



If you have not checked out the Knoxville Jazz scene, it is going on all around us.  Some of my favorite places to hear live Jazz include The Orangery, Cru, Crown and Goose, Peter Peters, and Chez Liberty, to name a few. I welcome you to join me and The Corduroy Jazz Trio for a fun mix of Jazz, Blues, Standards, and Funk on Thursday, April 4th, at The Orangery in the courtyard area from 6 to 9 pm.  The Knoxville Jazz Orchestra also performs regularly, with an upcoming event at the Bijou Theatre called Dizzy Atmosphere, featuring trumpet player Sean Jones. Treat yourself to one of their shows and know what I’m talking about.



Like fashion, music trends come and go and come back again.  I know that all too well in the radio business.  But one thing remains constant.  Good music is good music, and some things are timeless. Whether you are from a small town like me or from the big city, you can enjoy world-class entertainment right here in Knoxville. All you have to do is open your eyes and your ears, and it is right there in front of you.

By Tom Irmen

A pastor of a well-known mega-church that I attended regularly while living in a suburb of Chicago often lamented on why a drowning man would push a life preserver away. He used this analogy often to describe his dismay at individuals, while in the midst of a personal challenge, would elect to ignore an assured solution to their problem.

I ask myself that same question, and more often than I care to admit, when I observe small business owners struggling for survival, when the solution is at their very fingertips. In my nearly three decades as a small business owner, I have witnessed the failure of hundreds of self-employeds, many of whom appeared to have bright and promising futures.

How could this happen you might ask? Well, while most business owners possess great skills in their chosen career fields, few, if any, have the requisite skills necessary in marketing to ensure their own success, and, with rare exception, marketing trumps career skills every time.

I also believe business owners, most of whom have only a small degree of marketing expertise, have an inherent fear of marketing, ignoring it at their own peril, hoping that their career skills will overcome their marketing inexperience. Most become victims of the 95% failure rate of small businesses that occurs within the first five to 10 years.

For a small business owner willing to commit and risk both time and fortune to achieve success, it makes absolutely no sense whatsoever to ignore a few basic marketing skills that can greatly enhance your chances to succeed.

First, differentiate yourself. Define why a potential customer would select you over your competitor. Marketing, after all, is mere communication. If you can’t articulate to a customer just why he or she should choose you rather than your competitor, then it’s time to fold up your tent.

Second, define your target market.

Third, determine which advertising platform(s) will most effectively communicate those unique characteristics which will successfully differentiate your business from your competitors to your target audience.

Lastly, commit to a sustained program of advertising that both informs and motivates potential customers to more closely examine your company’s products and services. Avoid the “idea of the week or month club” where you jump from multiple advertising platforms with messages that may only serve to confuse the market you are targeting.

While not the most comprehensive approach to marketing, these few steps, carefully implemented, would likely have saved many of the hundreds of businesses that I have had the misfortune to see fail throughout the years. The choice is yours.

By Tom Irmen

I’m often surprised by how little marketing knowledge the average small business owner possesses. But when you consider how many hats most owners wear, the hours they work, and the absolute necessity to remain on top of their chosen careers, it’s not surprising that many small businesses forego marketing altogether or just do it poorly.

In fact, I believe that as much as 70% of all small business marketing budgets are not invested wisely. I say invested, because your marketing dollars should be expected to produce a return over time that exceeds your investment. Here are some suggestions that may help you invest your marketing dollars more wisely.

First, identify those unique characteristics that successfully differentiate you from your competitors. Now prioritize them. Which characteristic or characteristics provide you with the greatest potential for success?

Second, identify who your target audience is. What are their ages? Are they male or female? Do they own their own home? Where do they live?

Third, what advertising platform (billboard, radio, TV, online, print) will most successfully and cost effectively reach your target audience? Will multiple platforms enhance your probability of success? For instance, should you place a display ad in two different print publications that target the same distribution area, or should you use, say, radio and print together?

Fourth, keep your message consistent. Avoid becoming the idea of the moment advertiser that struggles to establish a clear brand or message with their target market. I’ve actually seen a client place three different print ads in three different publications that had the appearance of three different companies.

Fifth, monitor your results over time and refine your message as necessary. Don’t expect miracles in the short term. Positive results require time.

If you’ve done your homework and chosen wisely, you’ll experience the positive results you expect and deserve. But if you have difficulty staying the course and expect immediate results, you might be best advised to keep your money on the sidelines and hope that word-of-mouth works its magic. But then you’ll have succeeded where even Apple hasn’t. Undeniably one of the world’s best known brands, Apple will spend more than $1 billion dollars on advertising in 2013.

The Athens Area Chamber of Commerce is excited to announce that Alabama Coach Nick Saban will be the featured speaker at the 7th Annual Benefit Dinner on Tuesday, June 11. Tickets are now on sale and can be obtained by calling the Chamber at 423-745-0334 or visiting our office at 13 North Jackson Street in downtown Athens. You can also get tickets online by visiting our website, www.athenschamber.org.

Saban recently led Alabama to the BCS National Championship, winning for the third time in four years. He also led LSU to the 2003 BCS National Championship and Alabama to the 2009 and 2011 BCS and AP National Championships, making him the first coach in college football history to win a national championship with two different Football Bown Subdivision schools. Saban and Paul “Bear” Bryant are the only coaches to win an SEC championship at two different schools. Saban is the first coach to win three BCS Championships and is the only active coach with three national titles.

Nick Saban is married to Terry, and they have two children, Nicholas and Kristen. He graduated from Kent State University in Ohio, where he played defensive back for the football team. Saban made a cameo appearance as himself in the movie The Blind Side. He is also the co-founder, along with his wife Terry, of the foundation Nick’s Kids. This foundation has been used by the Sabans to help mentally challenged children ever since Saban started head coaching. In his first three years at Alabama, Nick’s Kids raised more than $1 million.

Previous year’s speakers have included Steve Spurrier, Bruce Pearl, Pete Rose, Kirk Cameron, Lou Ferrigno, and this past year was a tribute to the 1998 University of Tennessee National Championship football team. Our three speakers included Coach Phil Fulmer, Al Wilson, and Peerless Price.

Athens Area Chamber of Commerce
13 North Jackson Street
Athens, TN 37303
423.745.0334
www.athenschamber.org

By Cindi Alpert

It was March 2008 when we flipped the switch and turned on our radio station, 106.1 The River, after building it from the ground up. It was probably the worst year in decades to start a business, let alone start a new radio station that was competing with big corporate competition. I told my husband we must be crazy to leave Naples, Florida and our cushy jobs running the family radio station to go out on our own and move 850 miles away with no friends, family, business contacts, and limited capital to start a new venture.

The first phone call I made when I arrived was to the Knoxville Ice Bears, because I wanted to do business with this organization and sing the National Anthem at a game. They were so warm and inviting, and after hearing my audition tape, their promotions director booked me right away.

We had a big job to do in Knoxville, and all odds were against us as independent broadcasters. I don’t know if it was the incredible hospitality of the Ice Bears staff and management or the fact that the Coliseum went nuts after that first heart pounding experience, singing the toughest song in the world. The arena resonated sound like no other I’ve heard and literally gave me chills, but at that moment, I knew I was ready for a new challenge and maybe, just maybe, Knoxville would be ready for me.

This is part two of a series highlighting Knoxville women we know and their stories.

Bonnie Harlow, Professional Assistant and Organizer

Not being in complete control has always been tough for me. I’m the stereotypical Type A personality that takes charge and likes things to be done a certain way.

In 2004, being in control wasn’t an option. I received a call that every parent dreads, informing me that my nine-year-old son had a brain aneurysm and a stroke. Barely able to make it to the hospital to see my unconscious son before being rushed into surgery, I realized in this moment I had no control.

As a teacher at a Christian high school, I had presented a devotion on Proverbs 3:5: “Trust in the LORD with all thy heart; and lean not to thy own understanding.” After surgery, as the neurosurgeon explained there’s no way to predict my son’s outcome, ranging from complete recovery to lifelong disability, I applied the lessons of this devotion right then in my own life.

My son is now 17 and a walking reminder that I can trust our wonderful God and the incredible people in my life. Though I still struggle, I know in my heart I can relax and let go.

Jennifer Ratcliff, Realtor

When I relocated to Knoxville from Texas in June 2004, I only knew one person locally and honestly, not very well. I was fortunate to be a stay-at-home mom and enjoyed the extra time spent with my children.

In 2006, I decided I wanted to return to the workforce. I had developed a keen interest in real estate and felt it would be a career that offered the flexibility my family needed. Starting my career was a much greater task than I anticipated, especially not being native to Knoxville and knowing a limited number of people. I hired help with the children, because most clients wanted to view homes on nights and weekends. Finding someone to help take care of my children was the biggest obstacle, but thankfully I found a special individual who has lovingly helped me for five years now.

I was forced outside my comfort zone, finding it crucial to introduce myself to new people. Learning to be my biggest promoter was extremely difficult. I think what helped the most was the realization, both by me and my clients, that I wasn’t a salesperson. Honestly, my primary interest is to help my clients find the house of their dreams.

Real estate is more than a job now; it’s become my way of helping others feel comfortable and supported through a difficult, life-changing process. I’m so thankful I’ve learned to face my fears and venture outside my comfort zone. I have a long way to go before I meet my goals, but in learning to trust myself, my knowledge, and my skills, I’ve taken the always treacherous first step.

Linda Heaton Parrent, Executive Managing Director of eWomenNetwork and Media Development Executive – East TN PBS

It was a hot summer day in August 1968. I was eight years old. My mother and aunt were busy catching up, and the kids were taking turns jumping in the pool. I jumped in thinking it was four feet deep, but it was eight feet. I didn’t know how to swim yet and started to take in gulps of water each time my head bobbed up for air. I tried to call out for help; no one heard me because of the noise in the pool.

My mother became aware of the situation and screamed out to save me. A woman heard my mother and ran to my aid by grabbing me by my hair – the only thing that was visible. When I was out of the water, I cried uncontrollably because the fear had taken over, and I knew if that lady didn’t pull me out, I would’ve died. The lady told me I had a mission to fulfill and was destined to do great things.

At age eight, you don’t really take it seriously. Looking back now, she influenced me in my decisions. I guess she was always in the back of my mind, guiding me in my decisions. I’ve always taken risks and walked through the door of opportunity.

Today, I’m the new Media Development Executive with East Tennessee PBS and the Executive Managing Director of eWomenNetwork. My latest venture is launching LindaHeatonParrent.com – a Coaching and Speaking firm specializing in helping others find the direction they need to achieve and prosper. I believe we all have greatness in us, but we need to tap into it to find the significance in our lives.

By Cindi Alpert

I’ll never forget the night I sang the National Anthem for a professional sports team. It was my big moment, singing in front of tens of thousands of people at the Miami Heat game. I was prepared, beautifully dressed, sporting a new shade of lipstick, and I was nine months pregnant. Against my doctor’s advice, since I was already two days past due, I couldn’t pass up this incredible honor and opportunity. I waddled out to center court and sang my little heart out. The crowd went nuts, and all went well.

This moment is embedded in my memory as a life-changing experience, because now, whenever I’m nervous, whether it’s performing a concert or giving a presentation, I think back to that moment frozen in time at the Miami Heat game and remind myself that no matter how much I stumble my words or mess up a song, at least I won’t go into labor. It gets me through every time.

I asked some notable women I’ve met in Knoxville to share some of their stories, and I was overwhelmed with the response. I couldn’t fit all the amazing stories on one page, so this is going to be one of a two-part piece on women we know. These women are strong, courageous, and resilient. The hard part was asking them to sum up a life changing experience in 200 words or less. Here’s what they had to say.

Madeline Rogero, Knoxville Mayor

When I’m asked about an experience that was intimidating for me or pushed me to move out of my comfort zone, my mind immediately recalls my first foray in politics. I was 37 years old and received a call from an elected official who encouraged me to run on the Democratic ticket for county commission against a Republican who had held the seat for 24 years. My first reaction was “I’m not qualified.” But he encouraged me to look into it, and I began to talk to friends, read books about running for office, and learn about county commission. I had several strikes against me: I wasn’t from Knoxville, I had an ethnic-sounding name that was difficult to pronounce and spell, I was, by then, divorced with two children, ages 11 and 14, and I had worked with farm workers and non-profit organizations – not your typical jobs for Knoxville politicians. My friends kept encouraging me, so I filed my papers for the election on the last day. My opponent was a gentleman who didn’t campaign much, because he just didn’t figure I was a threat. The few times I did see him in public, he would greet me warmly and introduce me to his friends, saying, “This is my opponent. Isn’t she pretty?” Well, I just smiled and tried to be as “pretty” as possible, so he wouldn’t think of me as a threat. The common political wisdom was that we couldn’t win, but we did. By a landslide. My opponent’s wife was quoted as saying, “We don’t know what happened.” However, nobody was more surprised than me! I’m glad I took that first step, because it eventually led to the best job I’ve ever had: being mayor of Knoxville.

Darla Oringderff, Speech Language Pathologist

I’m a 47 year old, Speech-Language Pathologist, homeschooling mother of two. I’ve never participated in sports. However, two years ago, while enrolling my eight year old son in a Judo class, I mentioned to his coach that the sport looked fun. He cautiously noted my enthusiasm, mentioned that Judo is a rough sport, and recommended me to an adult Brazilian Jiu Jitsu (BJJ) class. BJJ is defined as a martial art, combat sport, self defense system that focuses on grappling and ground fighting. “Yeah, that sounds less rough,” I thought nervously. My husband and I attended the first class together. He warned me that I might get hurt and that I couldn’t cry. It’s now been more than two years since that first class. I admit I was nervous before every class for the first six months, but I persevered. I definitely stepped out of my comfort zone, and with the encouragement of my family and teammates at TN BJJ, I even competed and won a Bronze Medal in the 2011 Tennessee State BJJ Championship, fighting girls literally half my age. I am now a one-stripe blue belt. However, the best part was not losing 20 lbs and gaining strength and flexibility. The best part was when my 11 year old daughter decided to step out of her comfort zone and said, “Mom, I want to try Judo, too. I’ve been watching you, and if you can do it, I can, too.” She said the same thing after my competition, and she went on to win a Silver Medal in the UT Judo Tournament. I may be getting older, but I’m not getting old. I still want to learn new things and challenge myself. I want to be a good example to my children to do the same.

Amber Roggeman, Business Owner/bath junkie

At the age of 21, I lost both of my parents within a six month span. This was obviously a traumatic, life-changing event which molded me into who I am today.  From that early age I made a conscious decision to press on and persevere no matter what life throws at me.  As an only child, I had to quickly gain the strength and independence to carry on, because I know that is what my parents would have wanted.  That early experience plays a significant role in my professional life today as a small business owner.

By Tom Irmen

Like last month, I’ll comment on the fiscal cliff debacle currently underway in Washington prior to its resolution, regardless of the outcome.

I believe that the most looming challenge facing our nation today is that we ask our leaders to wear two hats: that of a statesperson and that of a politician. The two could not be more diametrically opposed. A statesperson, you would think, would make decisions that represented the best interest of the constituents they represent. A politician, on the other hand, would make decisions that would enhance their likelihood of being re-elected.

I believe this paradox has been harmful to our country, resulting in inequities, inefficiencies, occasional corruption, and some portion of the blame for the most recent recession, just to name a few.

My solution? Simple, actually. Eliminate presidential and congressional salaries. I believe our elected leaders should be compensated based on results. Form an independent body that can monitor results such as changes to unemployment, education, deficit, GDP, and other key indicators. Politicians should enjoy unlimited income potential, and no floor either. Their incomes would be based entirely on the results they produce.

Sound unachievable? Not at all. Millions of self-employed Americans from all political parties go to work daily, accepting that their fortunes will be based entirely on the results they produce each day. The expression often used is that “we eat what we kill.” There’s more truth in that statement than you might imagine.

Performance-based compensation could go a long way in ending many of the seemingly insurmountable issues confronting our nation. In addition, few people from any political party would likely disagree that reduced unemployment, increased GDP, and deficit reduction are not in their personal best interest, no matter how partisan they may be.

Do I genuinely believe that my suggestions will ever see the light of day? One voice in hundreds of millions? Not likely. But there are millions of self-employed Americans – democrat, republican, and independent alike – that prove that performance-based compensation provides the necessary incentive required to produce a good, product, or service that benefits both the customer and the business owner alike, and the higher the service level, the greater the reward.

Just imagine our unlimited potential if we’d all pulled in the same direction.

Beginning Christmas Eve at noon through Christmas Day at 6 pm

By Cindi Alpert

Ever since I was a child growing up in New Jersey, Christmas and music have always gone hand in hand. I remember listening to our favorite local radio station during the holidays that featured live performances from local talent. It was so thrilling to hear the names of people we knew from church, school, or the theater on the radio.

Today, music is still a huge part of our family holiday celebrations. When we play Christmas music throughout the house, it seems to bring everyone together, even the pets. Our bird, a rescue Yellow Naped Amazon Parrot, especially loves the Christmas Classic “Oh Holy Night.” She carries the tune rather nicely and sings it in her own words with a voice reminiscent of Ethel Merman. I admit, a little of our bird goes a long way, but now that she is part of the family, I couldn’t imagine Christmas without her squawking, I mean singing.

My husband, Jeff, and I decided to do something unusual in the radio industry, which has gone from local ownership to big corporate takeovers in the last 20 years since consolidation in the early 1990s. We created a special holiday program that features a mix of both classic and contemporary Christmas music performed by well-known as well as not so well-known national recording artists while adding in a healthy dose of both traditional and original Christmas music by local Knoxville musicians. All of the consultants told us we shouldn’t play local music during prime time, because listeners would tune out songs that were unfamiliar to them. After spending time in East Tennessee, we found that notion to be the opposite. We realize that there is a ton of local talent both here in East Tennessee and regionally and that the people who live here embrace it.

We decided to ignore the consultants and do something virtually unheard of… play what we want. We are coming up on our 4th annual Christmas Festival of Music and are more excited than ever as the audience for this program has grown exponentially. Thanks to live streaming on our website, the program can be heard worldwide. We have received letters and emails from all over the country commenting on the Christmas Festival of Music. Listeners tell us they like hearing original music by local artists and familiar Christmas music recorded by artists that do not get as much radio play as the chart toppers. They enjoy hearing the local musicians introduce their renditions of traditional music as well as their own original music.

Another thing that makes this show so appealing is that it is commercial free. Advertisers sponsor the program with a 15-second personal recorded greeting that rotates 15 times over a 30 hour time period, which works out to one message every two hours. Plus, advertisers are included in 10 days of produced promos promoting the show in advance. For a small business, it is a very affordable way to send a greeting card out to tens of thousands of people without using a single postage stamp… and it is very personal. In addition, they get their company name mentioned all over the radio station for a full 10 days leading up to Christmas.

Sponsors are invited to come into our studio to record their Christmas greeting. Some supporters bring their kids in to record. We even had a dog in the studio helping out with a Yappy Holidays message along with his owner who owns a Pet Resort. I’m thinking of putting my bird on my greeting this year. The only problem is that she has stage fright. She talks nonstop all day, but put her in front of a mic or video camera and she clams up.

The idea is that this program is designed to be the soundtrack to your holiday, beginning Christmas Eve at noon and running through Christmas Day at 6 pm, with no commercials – just great, hand-picked cool familiar Christmas classics, local original music, and special personal messages from our friends and neighbors in the community, all wrapped up and programmed with a whole lot of love from our staff at 106.1 The River.

The best part is being in a position to use this program to help fight hunger here in East Tennessee and beyond. Momentum Broadcasting is donating 20 percent of all sponsorship dollars to Scarecrow Foundation. When I first got involved in helping Scarecrow Foundation, I was so impressed by the number of concerned and engaged local civic and business leaders in our community that are passionate about this foundation. Scarecrow Foundation’s mission is “entertainment with a purpose,” and their events are not only a lot of fun, but they have made a big difference in our community and around America.

For information on how you can be a part of 106.1 The River’s Christmas Festival of Music, contact me at 865-246-3848. Sponsorship packages start at just $250. Help support local music, fight hunger, and make it personal. Listen live while you are traveling this Christmas season at www.river106.com.