I think it goes beyond the music as well. I'm a fossil. It's been close to 40 years since I worked on air at an actual station and nearly 30 years being on the air. I loved smaller markets. Those stations just outside the metro areas.
We never tried to compete directly with the Big Guns. We knew you'd never win that game. We did an interesting mix of current pop, throw in some "crossover country and the same with the "soul" music. We worked out deals with the community newspaper, touched base with the "powers that be" in local government and community groups. Promoted ourselves as the hometown sound. In had a really good music guy to do the programming and I was the "front man".
Unfortunately you can't do that much anymore. The locally owned stores and services are greatly diminished. The big box stores stopped doing local radio in the 70s. Now all the local advertising I see on social media are basically one man or small operations who can't afford to much "paid" advertising (or so they say). And the property that used to be radio tower sites have become dead shopping centers.