With all the new improvements, Sands and Price recognized that KNAC needed a new sound as well. Under the direction of consultant Jeff Pollack and Associates they selected a heavy metal format, targeting younger demographics. The birth of the "Pure Rock" format was the response to Iron Maiden selling out four shows in a row at the Long Beach Arena on their "Powerslave" tour with no significant radio airplay. For the first time KNAC appeared in the Arbitron ratings, and, once established, the station took in revenues of at least a million dollars per year. During the nine-year "Pure Rock" era, the KNAC program directors were Jimmy "The Armored Saint" Christopher, Tommy Marshall, Pamela Edwards, Gregg Steele, and Bryan "Shock" Schock. Among the music directors at KNAC during that time frame were Kevin Stephens, Ross Goza, and Michael "Jack The Ripper" Davis. Original on-air talent included Teddy "Thrasher/Thrashpie" Pritchard, Katherine "Killer Kat" Snow, Billy "Wild Bill" Scott, Lady Di, Gregory "Gonzo Greg" Spillane, Sammy Frez, Stewart "Stew" Herrera, Paul Lobster, Long Paul, The Razor, Darren "Dangerous" Silva, with Scorchin' Scotty, and the late Tawn "The Leather Nun" Mastery who took over Killer Kat's shift in 1986.