What portion of the market? Milton? Not much there to cover.
I'm sure that's the advertising/marketing plan, but as you know, the question is how much advertising can they sell and at what price. A lot of translators have gone on the air recently, I don't hear much of any advertising on them.
The concept needs to be proven, as you suggest. But there are some long-time niche markets and stations... the most famous being WLNG waaay out on Long Island. Suburban stations can work, but whether a translator is adequate to achieve the goal is another thing. And then there is that pesky issue of what you can do with programming in the shadow of big metro stations.
I hope it works... and that they instill some localism in the station, in the manner that Buddy Shula is doing in Buffalo with WECK, a little AM with two translators and an senior-targeted format.