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Magnum.Media Completes Buy of Three La Crosse Stations


Magnum.Media
Magnum.Media

Magnum.Media has closed on its acquisition of WQCC-FM (106.3), KQEG-FM (102.7) and WLFN (1490) from Mississippi Valley Broadcasters LLC and FM translator 97.9 from The Salvation Poem Foundation. The quartet joins Magnum's other La Crosse Market Radio stations WXYM-FM which is re-broadcast on translator 107.3, WTMB-FM and WBOG-AM which is re-broadcast on translator 101.3. Magnum also operates KQEG-TV in La Crosse which, after the digital re-pack is complete, is slated to be simulcast on Channel 35 Tomah-Sparta and Channel 18 Eau Claire.

Reid Magnum stated, "Our La Crosse stations expansion is the second of two different clusters that we committed to before the pandemic. My dad has worked with the very same bank, and same CPA firm, since he and my mom started from scratch in 1991. Those long-standing loyalties sure came in handy to close on purchases during a pandemic. We got both clusters closed in the nick of time before Wisconsin went into the License Renewal period. If we hadn't, we would've had to wait until November at the earliest."

According to Dave Magnum, right after the stations changed hands on Friday, Magnum Group Director of Engineering Chris Tarr activated a number of format changes which were completed by Tarr's team late Saturday night.

The Classic Rock format that had been on WKBH-FM (100.1) has been moved to KQEG-FM (102.7) and musically altered by Ty Magnum into a Classic Rock/Classic Hits hybrid. What had been a Hot AC on WLXR (104.9) was softened to AC and moved to an HD2 channel which is being re-broadcasted on translator 97.9 retaining the "Magic" moniker. On 1490 AM, Magnum dropped syndicated Talk and brought back the Oldies format branded in La Crosse for decades as "The Eagle." Hot Country outlet 106.3 WQCC-FM remained unchanged.

Tarr said, "When I joined Magnum, they had 16 Radio stations and 3 TV stations. Within a month and a half of my start date, it was announced we were purchasing six more full powers and two translators. Dave said he's half expecting to get a call from my agent saying he wants to renegotiate my contract."

Kalil & Co. was brokered the transaction for all parties.

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