Considering it's not what it was originally licenced for.
It hasn't been tourist information for the immediate tourist trap area of Niagara falls for quite some time.
(that moved to the am sister station. CJRN 710)
If they did boost their power to serve more people, all the power to them!
The main thing to keep on mind though, is that people are only going to travel so far to shop and respond to the "local" ads.
You can have more listeners, but what good are they if they don't react to the ads they hear, or if they believe the business advertised is too far away to meet their needs?