When I started in amateur radio most people were on AM (amplitude modulation) even on HF.
In recent years there has been a bit of an AM revival especially on the lower HF bands. At one time AM was very popular as the gear can be simple and it is an effective mode.
Its main drawback on HF is it is wider than SSB and power is wasted in the carrier. On the plus side RX gear can be extremely simple yet effective. See my Fredbox and Sixbox transceivers.
I saw this AM station on the internet. It made me feel quite nostalgic.
Sadly, many have never used AM or experienced it.