WCOW 97.1 FM

WCOW 97.1 FM, known as The Cow, broadcasts on 97.1 MHz from Sparta, Wisconsin, United States, under the ownership of Sparta-Tomah Broadcasting Company. Established in the 1970s, the station has deep roots in the Midwest, initially simulcasting with its sister station at 1290 AM until the AM frequency adopted a different format. The main studio, located at 113 West Oak Street, Sparta, WI 54656, serves as a hub for local programming and community engagement. With a powerful 100,000-watt signal, WCOW covers Midwestern Wisconsin, including Sparta, La Crosse, La Crescent, Tomah, and communities along the Mississippi River separating Wisconsin and Minnesota. The station has earned accolades, including Wisconsin Broadcasters Association’s Radio Station of the Year in 2016, 2017, 2019, and 2020, and nominations from the Country Music Association and Academy of Country Music for Station and Personality of the Year between 2016 and 2021. Key personalities like Ben & Arnie and Ty Hardy bring a local flavor to the airwaves, connecting with listeners through humor and regional insights

The station specializes in country music, blending contemporary hits with classic tracks from artists like Kenny Chesney, Morgan Wallen, and John Michael Montgomery. Its programming includes daily shows such as the morning drive with Ben & Arnie, airing from 6:00 to 10:00 AM, and Ty Hardy’s midday show from 10:00 AM to 2:00 PM, focusing on music and local banter. WCOW also hosts community-driven events like Country Boom and Camp Douglas Armed Forces Days, offering VIP experiences and concert ticket giveaways. Shows like Country Classics appeal to fans of traditional country, while live event coverage, such as St. Jude fundraisers and Dream Christmas, strengthens its community ties. The station’s broad appeal spans rural listeners in Sparta and urban audiences in La Crosse, drawn to its mix of music, local news, and agricultural updates through partnerships like Brownfield Ag News. Its dominance in the La Crosse market, as ranked by Nielsen, stems from its authentic Midwest voice and commitment to listener engagement

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