By 1994, KLOS was facing increased competitive pressure from KROQ-FM with the rise of its grunge-based modern rock format as well as KLSX and KCBS-FM (Arrow 93) which focused on classic rock. The station altered its format in response, dropping its existing DJs and most of the classic rock music in favor of more alternative rock content. This experiment last only about three years, after which most of the alternative music was jettisoned and the classic rock returned. In 1997, KLOS hired John Duncan, previously at KYYS in Kansas City, Missouri, as program director and took the station in an adult rock direction. As part of his efforts to turn around the station, Duncan brought back Jim Ladd and hired Garth Kemp and other longtime Los Angeles radio personalities. During this period, KLOS ran a billboard campaign with lines such as, "We lost our mind for a moment, but we're okay now". Within eight months, the station moved from number 18 to fifth place among Los Angeles adults ages 25–54, reclaiming its status as the market's top adult rock station. Duncan left KLOS in late 1998.