LACROSSE, Wis. — The WXOW television anchor Heather Armstrong, who gave the station a network-quality presence, has signed off after 15 yers. Her departure, she said, opens time for family and children and her passion for rescued animals. Armstrong arrived at WXOW after an early broadcast journalism career in southern California. She grew up in New York City and attended St. Francis University in Pennsylvania. After graduation, she interned at CNN, CBS and Fox. She worked briefly on Wall Street. Her Emmys include a 2010 public affairs award for the “Kids Finance.” Taking Armstrong’s anchor chair starting Monday: Roger Staffaroni, who has been at WXOW since 2018
Armstrong. An anchor, yes, but she also took to the streets to cover special events.
Allen. Bought WXOW in a pakage from the Atlanta-based Gray television chain in 2021.
WXOW profile
The station WXOW has had an historic running battle for viewers and advertisers with cross-town rival WKBT. Dominance shifts back and forth. At the moment WXOW is caught in dire financial straits created by business misjudgments by its owner, Los Angeles-based Allen Meda Group. The chain’s owner, comedian and impresario Byron Allen over-extended himself financially through aggressive acquisitions and other ventures. This year to avert disaster he slashed budgets at all his stations in 21 markets. Layoffs were ordered, employee benefit packages were downsized, hiring was frozen. He outsourced weathercasts to the Weather Channel. Stations were told to cannibalize each other’s local. newscasts to fill time. To meet debt obligations, Allen sold 10 stations in the South last week to raise $171 million. Allen so far is keeping his Wisconsin stations: WXOW, which actually is licensed in LaCrescent, Minnesota; WQOW, Eau Claire; WKOW, Madison; and WAOW and WMOW, Wausau.