La Crosse Media Group Officially Exits Radio

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As RBR+TVBR first reported two months agoLa Crosse Media Group is parting ways with its four FMs and AM serving the La Crosse, Wisconsin market, as the longtime owner is heading into retirement.


Now, a transaction brokered by Kalil & Co. that involves two of those FMs and an AM, has closed. It’s a win for Reid Magnum.

His Magnum.Media on Sunday (8/2) announced that it has closed on its $1.4 million acquisition of the following stations from La Crosse Media Group, led by Pat Smith:

  • 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

WLFN is aligned with FM translator K250AZ in La Crosse, Wisc., at 97.9 MHz. Magnum.Media is acquiring this facility from The Salvation Poem Foundation.

The four properties join Magnum’s trio of Tomah, Wisc., stations, technically within the La Crosse market: WXYM-FM and FM translator W297CT; WTMB-FM; and WBOG-AM 1460, which is re-broadcasted on Sparta, Wisc.-based FM Translator W267CO.

The addition of WQCC and KQEG allow Magnum.Media to cover the entire DMA.

That’s an essential part of the company’s media mix, as it also operates KQEG-CD, serving Tomah and Sparta, and a simulcast partner in Eau Claire, Wisc.

Reid Magnum stated, “Our La Crosse stations expansion is the second of two different clusters that we committed to before the pandemic. My Dad [Dave Magnum] has worked with the very same bank, and same CPA firm, since he and my Mom started from scratch in 1991. Those long-standing loyalties sure came in handy to close on purchases during a pandemic. We got both clusters closed in the nick of time before Wisconsin went into the License Renewal period. If we hadn’t, we would’ve had to wait until November at the
earliest.”

The sale of the La Crosse Media Group stations to Magnum.Media comes alongside previously announced transactions that saw Educational Media Foundation acquire the former WKBH-FM 100.1, now bearing the WLCW call letters; and the aforementioned Salvation Poem Foundation acquire WLXR-FM 104.9, formerly Hot AC “Magic 105.” 

The WLXR facility, a Class A, is now a member of the Prayz Network.

With those deals also closing, Magnum Group Director of Engineering Chris Tarr activated a number of format changes, completed by Tarr’s team late Saturday night:

  • The Classic Rock format that had been on WKBH-FM 100.1 has been moved to KQEG-FM 102.7 and is now a Classic Rock/Classic Hits hybrid.
  • The Hot Adult Contemporary format on WLXR-FM 104.9 is now AC and has moved to an HD2 channel, with a rebroadcast on the FM Translator at 97.9 MHz. It retains the “Magic” branding.
  • WLFN-AM has dropped its syndicated Talk programming and is now Oldies as “The Eagle.”