Magnum Media is seeking a waiver of ownership rules to purchase three full-power radio signals from Sparta-Tomah Broadcasting.
The deal announced Aug. 5 includes Country-formatted “Cow 97” (WCOW/97.1 Sparta-La Crosse) and “ESPN La Crosse” stations WFBZ/105.5 (Trempealeau-La Crosse), WKLJ/1290 (Sparta), and W271CM/102.1 (Sparta).
Magnum currently owns two full-power FM stations in La Crosse, two full-power FM’s in Tomah, and one AM in Tomah, as well as several FM translators.
The combination would give Magnum a total of six FM stations and two AM stations in the Nielsen-defined market, which includes La Crosse, Sparta, and Tomah. The current market cap for the La Crosse market is six stations total with no more than four on AM or FM.
In a request for a waiver filed Aug. 12, Magnum cites current challenges in the radio business and states, “Due to the modern-day competitive realities, there is no longer enough advertising revenue available for Sparta‑Tomah to operate on a profitable basis.”
Figures submitted as part of the filing indicate the addition of the three stations would give Magnum a 31.6% share of the audience in the La Crosse market, tied with the Family Radio group, while Magnum would have 51% of the radio revenue in the market.
An asset purchase agreement included in the FCC application to transfer the licenses lists a purchase price of $1.375 million. Kalil & Co. served as the broker for the transaction.
In a news release, Reid Magnum stated, “In June, when my Dad was inducted into the Wisconsin Broadcasters Hall of Fame, he spoke in the video about WCOW being the very first radio station he was ever in at age 4. His uncle, Len DeSomer, was an announcer at WCOW in 1967. On top of that, my Mom and Dad sat with Pink Rice at the first WBA dinner they attended in 1990.”
WCOW is a seven-time Wisconsin Broadcasters Association winner for “Small Market Station of the Year,” and morning team Ben & Arnie won the award for “Best Small Market Personality” from the Country Music Association in 2025.
Magnum Media owns a total of 20 full-power stations and 18 FM translators in Wisconsin.
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This item was originally published Aug. 5 and was updated Aug. 13.