Magnum Media is expanding its Wisconsin radio footprint. The company has agreed to acquire three radio stations in Sparta and Trempealeau.
What We Know: Magnum Communications, Inc., part of Magnum Media, has reached an agreement to acquire WCOW-FM in Sparta, WKLJ-AM in Sparta, W271CM, and WFBZ-FM in Trempealeau from Sparta-Tomah Broadcasting Co., Inc. The companies will file an application with the Federal Communications Commission to complete the transaction. Sparta-Tomah Broadcasting’s cluster represents the company’s remaining media holdings. Following the acquisition, Magnum Media will operate six full-power AM stations, 14 full-power FM stations, and 18 FM translators across Wisconsin, eastern Minnesota, and northern Illinois.
What They Said: “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.” – Magnum Media’s Reid Magnum
What Remains Unclear: Neither company has disclosed the purchase price or an expected closing date. In addition, Magnum Media hasn’t announced whether staffing, programming, or station branding will change after the FCC reviews and approves the transaction.
What It Means: The acquisition strengthens Magnum Media’s presence in western Wisconsin by adding heritage brands with established audiences and industry recognition. Furthermore, the deal preserves the stations under Wisconsin ownership while expanding Magnum Media’s reach across the Upper Midwest.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.