WKNE Radio Rep visits NEC


“My story is a tough, hard story,” Cherie Metivier, Account Representative of Monadnock Broadcasting, told a group of NEC students, “but it ends well.”

In CEI on Tuesday, February 28th in an event hosted by the Management Department, Metivier talked about the events in her life that brought her where she is today, her career, and how she became successful selling and producing ads for WKNE Radio.

“I’ll tell you, it’s more in relationships with people,” Metivier said of her rank as second in sales.

Professor of Management J. Walker III asked Metivier to visit after they met through a travel tourism council. He asked Metivier to speak because it was a good opportunity for students to apply the material and topics he covers in class to the real world.

Some topics she covered included: the variety of stations that make up WKNE, what employers are looking for, target markets, market segmentation, market research, budgets, ethics, networking, external/environmental factors impacting the radio industry, and the future of radio.

“Radio isn’t going anywhere,” Metivier said. “There’s money to be made if you’re good at it.”

The money is in sales. She explained that most DJs around here (with a few exceptions) don’t make much money, but with sales there’s no limit.

When the CEO of Monadnock Casting knocked on Metivier’s door four years ago and offered her a job, she’d recently been through a lot. After running a gym with a fitness club called Lady of America in Keene for ten years, something she loved, two of her friends were diagnosed with cancer. While fundraising to help pay their medical bills, she’d been diagnosed herself. Her exact cancer was a rare one, and she was told she’d have to undergo surgery right away in order to have any chance at surviving.

After her own surgery, one of her friends passed away. Metivier was so weak her husband had to carry her to the funeral. Her battle with cancer ultimately led her to sell her gym. It was then, after Metivier recovered, and when her husband was laid off and they were in danger of losing their home, that she was offered her current position. Metivier told her husband, after some convincing (as she wasn’t experienced in radio), “Ill take this job, but I’m not going to do it if I don’t love it.”

After the joy she felt running Lady of America, and her near-death experience, Metivier knew she wanted to spend her days doing something fulfilling, so she put her all into it. She put “radio” on her license plate and began driving the WKNE van, and she loved it.

“What I do is just help companies.” Metivier advised students to “listen more than you talk.”

In order to help her clients, Metivier does research first, prepares a complete business plan then listens to their needs, goals, and passions, before producing ads. Having seen it from the client-side, the business owner side, and radio side, she said to get into radio networking, you need to be able to get along with everyone. She compared shifting between these different skill sets to waiting tables. “You’ve got to keep those plates spinning, or everything comes crashing down.”

Metivier gave each student her card and invited any to come visit the WKNE studio.

Professor Walker said it was beneficial for his students to network with a professional, and help get a foot in the door for internships, or even a career after graduation.

Metivier advised students that no matter what career they end up in, they should love it. That’s what makes her work worthwhile everyday. “I feel really happy that this fell into my lap,” she said, “after what I went through.”

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