Back in the 90s they were country, but switched their format and calls to WOTT in 1998. WFRY went country in 1997 and has done well ever since. WEFX is by far the weakest Watertown signal once you head east towards Carthage it fades fast. This is why I think pairing 95.3 and 100.7 would help them out since they both run the same format and 95.3 fills in the areas to the east and northeast where 100.7 fades out.
I haven't heard Community Broadcasters sell any Canadian ads recently. I know Stephens Media, the owners of WFRY and WCIZ sell Canadian ads to Cornwall and Brockville area businesses on WRCD and WNCQ both licensed in Canton, NY.