But with fierce competition from Y-100 and Power 96, Hot 105 dropped their highly successful Mainstream Top 40/CHUrban format and went into a full-fledged Urban Contemporary format in late 1988 with the new slogan "The fresh new sound of Hot 105". The main competitor was soon to be future sister station, WEDR ("99 Jamz"). The two stations competed for the 18-49 African-American demographic until 1992, when WHQT evolved to Urban Adult Contemporary. Around that time, Cox purchased both stations which led to the end of their competition.