decline in ratings and the overall decline of the Top 40 format at the time. In a twist of irony, "B-98.5" would assure KKYK would not be able to gloat over its apparent victory, as the station hired Craig O'Neill back from KKYK and once again beat its former rival, which continued to struggle with its fellow CHR's nationwide. Around 2000, KURB shifted to mainstream AC. Personalities who have previously worked at KURB include Little Rock radio veteran Craig O'Neill, who left the station in 2000 for a position in local television, anchoring evening newscasts for Little Rock's CBS network affiliate, KTHV. Other KURB alumni include Jeff Matthews, now with Conway Corp., and long-time local TV host and radio personality Lisa Fischer. References External links KURB official website Mainstream adult contemporary radio stations in the United States URB Cumulus Media radio stations