Like all the Perry owned stations, they are hyper focused on the south shore communities they serve. Ed never plays the Boston rim shot station game, he is dedicated to the cities and towns in his area.
That's actually somewhat less true with WMEX than with WATD (a rimshot signal in Boston) or with WBMS (serves south of Boston only).
WMEX, with the exception of the (very well produced) South Shore Morning News program simulcast from WATD, is trying to position as the Oldies station for greater Boston (though it doesn't use the "O" word on the air, very few do anywhere anymore). There is no longer any competition for an Oldies format that can be heard on air in Boston proper, besides some of the "softer" oldies on Bob Bittner's adult standards/nostalgia WJIB.
The jingles used on WMEX through the hour (some are "Pams" from the original 1510 WMEX) all say "WMEX, Boston". The only time the new COL is mentioned is for the top of hour legal ID voiced by J.J. Wright, saying "WMEX Quincy-Boston".
Like the original WMEX transmitter from Quincy, the 10kW day signal reaches downtown Boston well (it may fade a bit among the tall buildings and all the man-made sources of AM interference that didn't exist in the original WMEX's heyday), and it's strong over the water on the North Shore. The day signal also reaches the inland suburbs within Route 128/95 fairly well. Many of the phone callers they put on the air, either for winning contests or making requests, are from the North Shore and the metro-Boston area, though more are from the South Shore where the signal is strongest, and is the nearby area where the station does the most outreach.
I think what they could use is people to do outreach and sales in those areas beyond the South Shore, such as Boston, the suburbs, and the North Shore. Most of the spots I'm hearing are South Shore based, some are packaged with WATD, and they need more overall. Most of the community events and organizations I hear announced as PSA's are also on the South Shore, that's where they're based, and I can certainly understand their staffing resources being limited. Ed spent a ton of money reviving those two AM stations back onto the air.