The aircraft is registered to Richard Cross of Brewster, Minnesota. WKOW of Madison reported that a father and son from Minnesota were on board. The father was reportedly taken to UW hospital via ambulance, and the son was taken via Medflight.
Here is a photo of the aircraft (N74260) as it appeared last Friday at Oshkosh:
Here's hoping father and son make a full recovery soon. And here's hoping the media keep in mind that for every general aviation accident, there are tens of thousands of automobile accidents.