LACROSSE, Wis. – Tomah-based Magnum Radio has closed a $1.4 million purchase of three LaCrosse stations that, subject to federal approval, will make it dominant in the market. In the deal:
> WLFN-AM, 1490, a talk station.
> WQCC-FM, 106.3, country music.
> KQEG-M 102-.7, classic pop.
The seller: Pat Smith, who is retiring as owner of LaCrosse Media Group, which also calls itself Mississippi Valley broadcasters. The deal has been in in the works 14 months. In all, Magnum will have seven stations vying for LaCrosse listeners. The company, owned by Reid Magnum, already has three Tomah statins that reach LaCrosse from 45 miles away. The company also has translators and other simulcast mechanisms that reach Tomah, Sparta and Portage and into Eau Claire. In all, there are 11 Magnum stations in Wisconsin. The last previous Magnum expansion, for $2.7 million in 2019, brought stations in Fort Atkinson and Whitewater into the fold.
Magnum profile
Dave and Lynn Magnum and his wife started WBOG from scratch in 1991. Their son Reid has nibbled the company into the LaCrosse market over the years. Magnum has a record of scrambling station call letters, brands and formats for mementary market advantages. The chain is known for programming dominated by low-cost network programming and from other remote sources. The business model has virtually no local news or public affairs presence, which would be a drain on bottom lines.
Magnum. “A dedicated bunch of folks really stuck together over 14 months to put this puzzle of transactions together. I’ve known Pat Smith for a long time. He’s a multi-talented broadcaster who forged and sustained a very impressive radio career.”