With an estimated population of 160,000, the La Crosse, Wisc., market comes in at No. 221 in rank, according to Nielsen Audio.
That was in Fall 2019, when the published ratings included just two commercially licensed stations, owned by Sparta-Tomah Broadcasting. The other operators in this market include Mid-West Family Broadcasting, Magnum Media and group of four FMs and an AM operated by La Crosse Media Group.
As of today, you can scratch one of those broadcast entities off the list of La Crosse operators, as the market further consolidates.
Three concurrent deals were filed Wednesday (6/3) with the Commission, all of which were brokered by Kalil & Co.
Exiting the world of radio ownership is La Crosse Media Group, the d/b/a name of licensee Mississippi Valley Broadcasters.
The first of the three transactions involves Magnum Media, the company formed in 1991 by Dave Magnum that in December 2019 agreed to purchase Class B WFAW-AM and Class B WSJY-FM in Fort Atkinson, Wisc.; and Class A WKCH-FM in Whitewater, Wisc., from NRG Media for $2.7 million.
Magnum is picking up the following stations from La Crosse Media Group, for an as-yet-undisclosed price:
- Country WQCC-FM 106.3 in La Crosse, a Class C3 facility
- “MeTV FM” Classic Hits affiliate KQEG-FM 102.7 in La Crescent, Minn., a Class C3
- Talk WLFN-AM 1490 in La Crosse, a 1kw non-directional Class C
Magnum hinted that a deal has been in the works for more than 14 months.
Commenting on the sale of these stations to Magnum, La Crosse Managing Member Pat Smith said, “La Crosse has been a great place to raise a family. My wife, Joanie, also works at the stations. Together we learned from Joe Rohrer and Wisconsin Broadcasting Hall of Famer Jean Gitz Bassett how broadcasters can serve their community. I hope I lived up to Jean’s expectations by being involved in an array of community organizations and my church. I will always be thankful that so many of our team members shared our vision. I wish there was space here to pay tribute to all of them individually. Regarding the future, Dave Magnum has a reputation for dedication to the many communities his group serves across Wisconsin. I’m proud to be handing over the reins of three of our stations to the Magnum family.”
Smith says he will retire after assisting with the transition. He began his radio career in 1974 as a part-time air talent. He went on to work as a Program Director, FParm Director, News Reporter/Anchor, Operations Manager, Salesperson, Sales Manager, General Manager, and, eventually, minority ownership as Managing Member.
A LITTLE LOVE FOR LA CROSSE
In the second transaction, Educational Media Foundation is acquiring WKBH-FM 100.1 in West Salem, Wisc.
Cue up “Jesus Is Just Alright.”
WKBH is presently “Classic Rock 100.1,” and the 3.6kw Class A will follow the lead of such former Classic Rockers as KSWD “100.3 The Sound” in Los Angeles by bringing Christian Contemporary non-comm network KLOVE to the facility.
It fills a geographical gap for EMF, while bringing Christian Contemporary programming to a fully licensed FM in La Crosse for the first time; other offerings in the market are on FM translators.
LA CROSSE’S PRAYZ-WORTHY DEAL
The third transaction involving La Crosse Media Group will see a Magic act.
WLXR-FM 104.9, branded as “Magic 105,” a Hot AC with the syndicated Bob & Sheri in morning drive and On Air with Mario Lopez at night, is being sold to the Prayz Network — under licensee name The Salvation Poem Foundation.
WLXR is a Class A facility.
The Prayz Network is a Christian-themed noncommercial offering but differs from KLOVE in that Prayz offers a full slate of talk and teaching programs, and a couple hours of worship music during the midday hours.
Prayz’s main studio is in Sparta, Wisc.
