Magnum Media has merged two Pop-genre formats in La Crosse and Tomah, which are considered to be in the same market.
WLXR/96.1 (Tomah) and K250AZ/97.9 (La Crosse) are now simulcasting Adult Contemporary as “Mix 96 and 97-9.” WLXR had previously been Hot AC as “Mix 96.1” while K250AZ carried AC as “Magic 97.9,” fed by WKBH-FM-HD2.
Mornings are hosted by Reid and Chelsey Magnum.
The “Magic” brand had been moved over from the former WLXR/104.9 (La Crosse) in 2020 then the La Crosse Media Group was split among three buyers, with 104.9 going to the non-commercial Prayz Network. The WLXR callsign was moved to 96.1 in Tomah, formerly WXYM.
Though La Crosse and Tomah are considered one market for regulatory purposes, signals from Tomah are limited in La Crosse due to the lower elevation along the Mississippi River.