On sports talk radio it’s divorce attorneys, hair replacement surgery, weight loss, cars, and sports bars.
At least 4 new FM stations have come into being in the last 10 years in my area, a rural one with traditionally few options.
In the 1950’s-'60’s, there were none, and only 2 AM stations within a 50 mile radius (although many farther away could be received, especially at night).
So new FM stations are all the rage around here. Not exactly a dying technology in some places.