Magnum Media's recent acquisition of three radio stations in Wisconsin marks a significant expansion of its footprint in the state. This move raises questions about the company's strategy to navigate FCC local ownership limits, as it aims to own nine stations in the La Crosse market. The acquisition also carries personal significance for Magnum Media's President, Reid Magnum, as it connects to his family's history in the broadcasting industry. The stations, including WCOW-FM Sparta, WKLJ-AM/W271CM Sparta, and WFBZ-FM Trempealeau, add to Magnum Media's growing portfolio of stations across Wisconsin, eastern Minnesota, and northern Illinois. The company's existing stations include a mix of country, adult contemporary, classic rock, and classic hits formats. The acquisition of these stations from Sparta-Tomah Broadcasting represents an exit from the radio business for the seller, as these are their remaining media holdings. WCOW-FM Sparta, in particular, celebrates its 75th anniversary this year and has been recognized for its excellence in broadcasting, including being named Wisconsin Broadcasters Association Small Market Station of the Year seven times and receiving the Country Music Association's Small Market Personalities of the Year award for its morning show. This expansion by Magnum Media highlights the ongoing consolidation in the radio industry and the personal connections that can drive such strategic moves.
