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WCOW-FM logo.png
City of license Sparta, Wisconsin
Broadcast area La Crosse area
Branding (Cow) 97 Country
Frequency 97.1 MHz
Format Country music
Audience share 14.8, #1 (Sp'05, R&R[1])
ERP 100,000 watts
HAAT 179.0 meters
Class C1
Facility ID 61682
Transmitter coordinates 43°58′6.00″N 90°51′35.00″W / 43.9683333°N 90.8597222°W / 43.9683333; -90.8597222
Callsign meaning COW
Affiliations CNN Radio, CMT Radio
Owner Sparta-Tomah Broadcasting Co., Inc.
Sister stations WFBZ, WKLJ
Website cow97.com

WCOW-FM (97.1 FM, "Cow 97") is a country music radio station licensed to Sparta, Wisconsin that serves "Midwisconsin" and the La Crosse and La Crescent communities on the nearby Mississippi River separating Minnesota and Wisconsin. WCOW-FM also simulcasted for many years on their sister station at 1290 AM when it too had the WCOW calls. The WCOW call sign has previously been used by other broadcasters, including a station that existed from 1951 to 1957 in Minneapolis-St. Paul before being renamed as WISK.


  1. ^ "La Crosse Market Ratings". Radio and Records. 

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