Magnum Media has launched an Alternative format on a La Crosse FM translator and an HD subchannel, returning the format to the market after a 20-year gap.
“Alt 107.1” launched at 5:27 p.m. Monday, May 10, on 250-Watt W296EH/107.1 (La Crosse) and the HD3 signal of WKBH-FM/102.7 (La Crescent-La Crosse). The launch came simultaneously with W296EH moving to 107.1 from 107.3, where it was W297CT.
W297CT had launched two years ago as a translator of Magnum Hot Adult Contemporary “Mix” outlet WXYM/96.1 (Tomah). WKBH-FM-HD3 had also begun to relay WXYM as part of a realignment of the market last year.
Monday’s launch came after a few days of announcements telling “Mix” listeners to tune to 96.1, explaining that recent optimization of 96.1’s audio improved its coverage.
La Crosse has not had an Alternative format since WFBZ/105.5 (Trempeleau-La Crosse) dropped “The Buzz” in 2001. With three higher education institutions in La Crosse, Magnum believes there is an audience for the format in the city.
“Adding together local listeners plus UW-La Crosse, Viterbo and Western Technical College students, our research indicates that for Alternative Music fans ALT 107.1 will be a hit!” Reid Magnum said in a news release.
The station says its featured artists include Twenty One Pilots, Machine Gun Kelly, Imagine Dragons, Cage The Elephant, Billie Eilish, Foo Fighters, Red Hot Chili Peppers, The Black Keys, blink-182, Weezer, Nirvana, Panic! At The Disco, and AJR.
This article has been updated to correct that the last Alternative format in La Crosse ended 20 years ago, not 15.