We consider the long-time evolution of pulses in the Korteweg-de Vries equation theory for initial distributions which produce no soliton, but instead lead to the formation of a dispersive shock wave and of a rarefaction wave. An approach based on Whitham modulation theory makes it possible to obtain an analytic description of the structure and to describe its self-similar behavior near the soliton edge of the shock. The results are compared with numerical simulations.