The radio landscape in La Crosse, Wisconsin, is about to undergo a significant shift with Magnum Media's recent acquisition of three local stations. This move not only consolidates Magnum's presence in the market but also carries a personal significance for the buyer, Reid Magnum.
A Family Legacy
What makes this acquisition particularly intriguing is the deep-rooted family connection. Reid's father, a radio industry veteran, was inducted into the Wisconsin Broadcasters Hall of Fame, and his uncle, Len DeSomer, was an announcer at WCOW, one of the stations being acquired. This transaction is more than just a business deal; it's a continuation of a family's legacy in the world of broadcasting.
Expanding the Magnum Portfolio
Magnum Media is no stranger to the La Crosse market, already owning several stations. With this acquisition, they add three more to their portfolio: Country "Cow 97", Sports simulcast "ESPN La Crosse", and 105.5 WFBZ. This expansion solidifies their hold on the market and diversifies their offerings to listeners.
The Personal Touch
In his statement, Reid Magnum shared a heartwarming anecdote about his parents' first WBA dinner in 1990, attended alongside Pink Rice. This personal touch adds a layer of emotion to the business transaction, showcasing the passion and history that drive these industry players.
A Broader Perspective
This acquisition is not just about numbers and market share. It's a reminder of the human element in media. The radio industry, with its rich history, often runs in families, passing down knowledge and a love for broadcasting. Magnum Media's move showcases a respect for tradition while also embracing the future.
Conclusion
As we reflect on this acquisition, it's clear that Magnum Media is not just buying stations; they're investing in a piece of Wisconsin's broadcasting history. This deal is a testament to the enduring power of radio and the personal connections that make it such a unique medium. It's a story that highlights the blend of business and emotion, a reminder that behind every transaction, there are people with a passion for what they do.
