In the early 1980s, "96 Rock" cultivated a somewhat macho image. The station often mocked competing stations which played Top 40 hits as "wimp rock." WKLS began to play more heavy metal, which was increasing in popularity, especially among teenaged boys. However, a backlash began to develop among the station's more mature listeners. In 1985, the station modified its playlist to a mix of older and newer titles. WKLS and its parent company Jacor was bought by San Antonio-based Clear Channel Communications.