Magnum Media has merged two of its stations in western Wisconsin.
CHR “Mix 96.1” WLXR Tomah and AC “Magic 97.9” K250AZ La Crosse/WKBH-HD2 Onalaska have begun simulcasting taking the “Mix” name and AC format. The station will carry the “Reid and Chelsey” morning show heard on the company’s stations across the state hosted by husband/wife Reid and Chelsey Magnum that had been on K250AZ, while Natalie Wright will track afternoons.
Northpine notes that while both signals serve the La Crosse market, WLXR’s signal is limited in La Crosse proper. WLXR had just a 0.7 share in the Fall 2024 Nielsen Audio Ratings, while K250AZ registered a 2.1 share. WLXR/K250AZ is the only Adult Contemporary station in the market with the move taking WLXR out of direct format competition with Mid-West Family Broadcasting’s “Z93” WIZM-FM.
