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How Phil Mackey Digitally Evolved Sports Radio Into SKOR North

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– Advertisement –Jim Cutler VoicesoversJim Cutler Voicesovers

Since the dawn of MySpace in 2003, social media use in the United States has continued to grow like a runaway freight train. With every new innovation comes another audience to connect to, engage with, and entertain. For over twenty years, traditional broadcast radio has faced challenges in how to grow audience through social platforms as the industry gives way to a more digitally educated audience with more ease of search and shortened attention spans. Very few sports radio stations have tackled the challenges of growing on social media like SKOR North, headed by Phil Mackey.

For the last 15 years, Mackey has been one of the leading minds with Hubbard Broadcasting in Minnesota, transforming what was ESPN 1500 into SKOR North, a totally digital sports media juggernaut. Mackey, whose background began in traditional sports radio, understands the mistakes that sports radio stations make in regard to how audiences find content in today’s playing field.

“We think of radio as the only distribution platform that we should pour our energy into, and if we get to the other stuff, so be it,” said Mackey. “The problem is when we half-ass those other platforms—social media, the longer form platforms, podcasts, or YouTube—what we’re doing is preventing people from discovering our content.”

A study from Data Reportal shows that of the 411 million mobile connections that were active in the United States in early 2025, it found 253 million total social media user identities, equating to 73% of the population of the country. The highest user bases are found on YouTube, Facebook, and Instagram, according to the study.

With Social Media Week underway this week, Mackey discussed how, over his time in the sports radio industry, he has seen stations and personalities be too narrow-minded when it comes to reaching the audiences available on social and digital.

“It’s hard to continue to try and keep the legacy business thriving if we’re cutting off all access to younger people that might stumble into our brands,” noted Mackey. “We’ve got to think more about content and brand across all of the platforms, even if radio remains our core business and our legacy business.”

Evolving Sports Radio Into SKOR North

The approach changed for Mackey in the fall of 2018 as he met with Hubbard Radio Minnesota Vice President/Region Manager Dan Seeman and developed a strategy that would transition a traditional radio programming lineup on ESPN 1500 to a compilation of shows and podcasts that migrated to a podcast network. Rebranded as SKOR North, the station continued to produce between six to eight hours of live radio each day. When the COVID-19 pandemic struck the country, another transition was made as all the locally created content moved to digital media.

“We thought about radio for decades as the center of the wheel and everything must point back,” said Mackey. “The brand and the content are the center of the wheel, and distribution are the spokes around it. We have to treat all of those platforms, even if they don’t lead directly to revenue right now. We have to treat them as lifelines for the audience.”

For the first time ever, the radio industry’s digital revenue for a calendar year surpassed $2 billion in 2024, according to the latest RAB-Borrell Associates Digital Benchmarking Report. The issue remaining for most sports radio brands is how to truly take a locally produced product for digital and monetize—a struggle that Mackey faced head-on with the transition of SKOR North.

“It’s an education process internally and externally,” explained Mackey. “The content and audience building has been about three years ahead of the revenue building. Early on, we were selling radio spots and throwing in added value for podcast and social media exposure. Now it’s the other way around. Companies are buying the YouTube and podcast product, and we are selling radio completely separately as an ESPN-branded radio station.”

Mackey notes that there is no difference in selling social media or a podcast network compared to a radio program. The characteristics of building an audience, connecting a community, and then connecting the community to local advertisers is the core of how any sales department should approach the task.

“It’s a constant discussion and education process about where media is going and where it is right now,” Mackey says.

Being Social Is No Longer A Choice

While there is no one way to approach how personalities and sports radio brands should always approach a social media strategy, the need to do so is paramount. With so many content options presented to a consumer in a given day, it is becoming more difficult by the hour to connect with audiences and market a product—more now than ever. Instead of playing to just a specific group of social audiences to market your sports radio brand or talent, Mackey notes it’s an all-in competition.

“At SKOR North, we still create content for all of our different platforms, but we prioritize podcast and YouTube as the business drivers, with the other social media platforms (Instagram, TikTok, Facebook, X) as marketing tools for us,” said Mackey. “We still put some revenue on those social platforms, but we consider those to be top-of-the-funnel, short-form, discovery-driven strategy versus the longform strategy.”

Furthermore, Mackey suggests that any sports radio talent or show that may have trouble finding which clips to use to market on social platforms should come in with a plan.

“I absolutely think if you’re going into a live radio show, you should be thinking in your pre-prep what are the things, topics, subjects that could be great on other social platforms,” said Mackey. “Always have your radar up for what could translate to more bite-sized or snackable platforms. Quite frankly, if you’re not thinking about that, it’s going to be hard to gain traction on those platforms where the younger audience is waiting to be connected with.”

A Talent’s Job Is To Build On Air And On Social

Sports radio personalities also differ on how they use social media to connect with their audience. Some talent choose to be more open and engage with their following, while others prefer to stray away, fearing too much exposure. Unfortunately, there are dangers and consequences that come from how some talent use social media, with no seven-second delay to protect them. This leads to some in the industry choosing to completely ignore social media usage altogether, which Mackey says would be a huge mistake.

“I think it’s hard to just not be engaging because part of your job is to build that community,” said Mackey. “We pride ourselves at SKOR North saying we are the most fan-friendly interactive podcast in the Twin Cities. If you are a fan with an opinion on something, we will create space for that interaction. If I were to go dark and never reply to anybody in a comment section or on social media, would I really be aligned with our mission statement as content creators? Probably not.”

Under Mackey’s leadership, SKOR North continues to be a model of success for how companies can take a traditional model and reshape it for a new generation of consumers utilizing digital and social media. As he embarks on his fifth anniversary of being named Director of Digital Content Development for Hubbard Radio, Mackey is always on the lookout for the next great challenge as an industry leader in the evolution of sports content.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.





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Steinbrecher Named ECAC Coach of the Year, Louisell Named First Team

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DANBURY, Conn. – James Madison volleyball Head Coach Lauren Steinbrecher was named the Eastern College Athletic Conference Coach of the Year while Kennedy Louisell took home First Team honors, the organization announced on Friday.  
 
Steinbrecher – also named the Sun Belt Conference Coach of the Year – led JMU to a Sun Belt regular-season championship in 2025, finishing 22-9 and 13-3 in league play. The Dukes led the conference in kills (1,695), assists (1,594), and hitting percentage (.255) along with ranking seventh nationally with 325.5 blocks (2.58 per set). 
 
Louisell added to her list of accolades, as the junior was also named to the American Volleyball Coaches Association (AVCA) All-East Region team on Dec. 9. The 2025 Sun Belt Player of the Year set JMU Division I single-season school records in kills (605) and kills per set (4.80), along with the single-match record for kills (38), doing so against Georgia Southern on Oct. 25.   
 
After bringing in eight new players following an 11-16 record in 2024, Steinbrecher and the Dukes rebounded from a 2-4 start to the 2025 campaign by ratting off 13 straight wins from Sept. 27 to Nov. 13 – tied for the third longest winning streak in program history. 

ECAC Major Awards

Player of the Year: Korrin Burns – Saint Francis University, Sr., OH

Libero of the Year: Jessie Golden – Brown University, Sr., L

Rookie of the Year: Ava Poinsett – Yale University, Fr., OH

Coach of the Year: Lauren Steinbrecher, James Madison

ECAC Division I Women’s Volleyball All-ECAC First Team*

TaKenya Stafford – Coppin State, Rs-Sr., OH

Kiannisha Santiago – Rider University, Sr., OPP

Korrin Burns – Saint Francis University, Sr., OH

Kennedy Louisell – James Madison University, Jr., OH

Izadora Stedile – Hofstra University, Sr., OH

Alexandra Sappia – Saint Francis University, Rs-Sr., S

Jessie Golden – Brown University, Sr., L

ECAC Division I Women’s Volleyball All-ECAC Second Team

Kali Moore – Stony Brook University, Sr., OH

Arianna Ugolini – Bryant University, Sr., OH

Maya Walker – Fairfield University, Sr., MB

Ava Poinsett – Yale University, Fr., OH

Sydney Draper – Princeton University, Jr., S

Coco Figueroa – Coppin State, Jr., L

 

ABOUT THE ECAC

The ECAC (Eastern College Athletic Conference) is an eighty-five-year-old organization with well over 200 member schools across all three NCAA Divisions – I, II and III. The ECAC exists to enhance the experience of student-athletes participating in intercollegiate athletics and provides great value for universities and colleges by sponsoring championships, leagues, bowl games, tournaments and other competitions throughout the Northeast. 

 



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Jane Hays Named Associate Head Coach of Georgetown Volleyball

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WASHINGTON – The Georgetown University volleyball has named Jane Hays as the Associate Head Coach, as announced by Head Coach AJ Bonetti on Friday morning.

“The decision to name Jane Hays as Associate Head Coach was an easy one. She has earned this through exceptional performance, unparalleled strategic input and her leadership both on the court and in the locker room. She is a vital piece of our coaching structure, and I look forward to continuing our partnership as we continue to build Georgetown Volleyball into the program we all know it can become; one competing for BIG EAST Championships!” – Head Coach AJ Bonetti

Hays joined the Georgetown volleyball staff in April 2023 and has served as Assistant Coach/Recruiting Coordinator. She has been instrumental in the program’s rise, helping the Hoyas achieve their highest BIG EAST finish since 2018 and securing wins over multiple RPI Top-75 opponents. As the program’s recruiting coordinator, she led the effort to sign Georgetown’s highest-ranked class in school history, with the 2027 class earning a No. 45 national ranking.



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Huskers Cruise Into Regional Final – University of Nebraska

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LINCOLN, Neb. – The No. 1 Nebraska volleyball team cruised into the NCAA Regional Finals with a 25-12, 25-11, 25-12 sweep of No. 16 Kansas on Friday night in front of a crowd of 8,800 at John Cook Arena at the Bob Devaney Sports Center. 

The Huskers (33-0) were dominant from start to finish, never trailing in the match. NU hit .450 – its third-highest attack percentage of the year – and stifled the Jayhawks (24-11) to a season-low .029 hitting percentage. Nebraska also out-blocked Kansas, 10-1, out-dug the Jayhawks 48-30 and had six services aces and only three errors while KU had one ace and six errors.

Nebraska’s middles were dominant, combining for 21 kills on 28 error-free swings (.750 attack percentage) while adding eight blocks. Rebekah Allick had nine kills on nine swings to hit 1.000, and she added three blocks. Andi Jackson also had nine kills on .600 hitting with five blocks. Manaia Ogbechie produced three kills on four swings in the third set.

Harper Murray added seven kills and had a match-high 10 digs. Bergen Reilly dished out 30 assists while Olivia Mauch had a season-high three aces.

Three players led Kansas with six kills.

Set 1: NU got off to a 4-0 start on Choboy’s serve with a kill by Allick and two blocks by Jackson, one with Adriano and one with Murray. After Kansas got on the board, NU scored a 6-0 run with Mauch serving a pair of aces to go up 10-1. Jackson’s fourth block – with Reilly – and a kill by the junior middle blocker made it 13-3 Big Red. The Jayhawks scored three in a row to cut it to 13-6, but four kills by Allick put NU ahead 18-7. Landfair set Allick for her sixth kill on six swings, and a solo block by the senior middle blocker made it 21-8. Jackson and Landfair tacked on kills for a 25-12 win.      
 
Set 2: Adriano had an early kill and an ace, and Murray and Jackson each posted a kill and a block together as the Huskers built a 7-3 lead. KU pulled within 9-7, but a Murray kill started a 5-0 run with Allick providing two kills and a block with Adriano. The lead grew to 10 at 19-9 after a block by Allick and Adriano and a kill by Murray. An Adriano kill made it 20-9, and Jackson and Murray teamed up for a block and a 22-11 lead. The Huskers closed out a 25-11 win on a Choboy ace. 

Set 3: Sigler had two kills, and Landfair and Jackson pounded away for a 9-4 NU lead. Landfair tacked on another kill before one by Manaia Ogbechie put NU ahead 13-6. Ogbechie, Murray and Jackson added kills, and Murray served an ace to help the Huskers go up 20-9. NU went on to finish the sweep, 25-12. 

Up Next: Nebraska will take on No. 6 Texas A&M in Sunday’s NCAA Regional Final at 2 p.m. on ABC. The Aggies beat No. 9 Louisville, 3-2 in a reverse sweep, in the first match on Friday. 

Nebraska Post-Match Notes

  • With the win, Nebraska advanced to an NCAA Regional Final for the 34th time in program history. The Huskers’ 34 regional final appearances are the most in NCAA history. Nebraska has made an NCAA Regional Final in 13 of the past 14 seasons.
  • The Huskers played their 175th NCAA Tournament match tonight. Nebraska and Stanford are the only two programs to play 175 NCAA Tournament matches.
  • With the win, Nebraska improved to 137-38 all-time in the NCAA Tournament. The Huskers rank second in NCAA history in postseason wins and winning percentage (.783).
  • The win was Nebraska’s 33rd consecutive victory. The Huskers are 33-0 this season, marking the third straight season Nebraska has won 33 matches. The 33 wins tie for the second-most victories in a season by a Husker team in the NCAA era (1981-present).
  • Nebraska improved to 34-7 all-time in NCAA Regional Semifinal matches, including a 17-1 record in matches played in Lincoln.
  • The Huskers improved to 90-7 all-time in home NCAA Tournament matches, including a 35-2 record at the Devaney Center.
  • Nebraska has won 90 home matches in the NCAA Tournament while only four other schools have 90 or more total victories in the NCAA Tournament.
  • NU has won 29 consecutive home matches in the NCAA Tournament, a school record.
  • Overall, Nebraska has won 63 consecutive home matches dating back to Dec. 1, 2022. That ties for the fifth-longest streak in NCAA Division I history and ties for the second-longest streak in Husker history.
  • With the win, Nebraska improved to 13-0 against ranked opponents this season. The 13 victories against ranked opponents are tied for second in school history, one shy of the school record (14 in 1998).
  • Nebraska won the first two sets and is now 106-2 all-time in the NCAA Tournament when taking a 2-0 lead.
  • Nebraska was the first to 20 points in each of the three sets. The Huskers are now 95-0 this season in sets when reaching 20 points first.
  • The Huskers held Kansas to fewer than 15 points in all three sets. That marked the second time this season that Nebraska has held its opponents to fewer than 15 points in every set, with both occurrences coming against top-25 teams (also against No. 25 Penn State on Nov. 28).
  • Nebraska won the first set, 25-12. That marked the Huskers’ 46th consecutive set won at home this season. That is a school record for consecutive sets won at home in one season, eclipsing the 45 consecutive home sets won by the 2004 team.
  • Overall, Nebraska has now won 48 consecutive sets at home which ties for the second-longest streak in school history, trailing only the 52 consecutive home sets won spanning the 2001-02 seasons.
  • Nebraska stuffed four of Kansas’ first 11 swings of the night, recording four blocks in the first eight rallies. The Huskers had as many blocks in the match’s first 15 rallies (5) as they did in their second-round sweep of Kansas State last Saturday.
  • Fueled by the block, Nebraska won 13 of the first 16 rallies of the match to take a 13-3 lead.
  • Nebraska finished with 10 blocks in the match, tying for its highest block total in 13 matches.
  • The Huskers hit .450 in the match, its third-highest attack percentage this season. Two of Nebraska’s three matches this season hitting .450 or better have come in the NCAA Tournament.
  • Nebraska has now hit above .400 in nine matches this season, the most in a single season in the rally-scoring era (2001-present).
  • The Huskers played three middle blockers in the match in Rebekah Allick, Andi Jackson and Manaia Ogbechie. The middles combined for 21 kills on 28 error-free swings. Allick had a kill on each of her nine swings.
  • Allick also had three blocks in the match, increasing her career total to 539 blocks and moving into 10th place on Nebraska’s all-time blocks list.
  • Harper Murray had seven kills in the match, increasing her career total to 1,156. She passed Lexi Sun and moved into 10th place on Nebraska’s career kills list in the rally-scoring era.
  • Olivia Mauch had a season-high three aces in the match.
  • Nebraska limited Kansas to a season-low .029 attack percentage. The Jayhawks’ previous low was a .104 hitting percentage against Kansas State on Oct. 24.
  • The Huskers have held 15 opponents under a .100 hitting percentage this season.
  • Kansas did not have a block until the 31st rally of the third set. The Jayhawks finished with one block, marking the third time this season a Husker opponent has totaled only one block.



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Kentucky Faces ‘Balanced’ Creighton in Regional Final on Saturday – UK Athletics

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When the Kentucky volleyball team takes the floor in Saturday’s regional final (5 p.m. ET, ESPN2), UK junior Molly Berezowitz will see some familiar faces across the net.

Berezowitz, who transferred to Kentucky this season from Marquette, has faced Creighton five times during her college career and knows the Blue Jays well.

“When I was at (Marquette), they were our biggest rivals, so we played them last year like three times,” Berezowitz said. “So, I kind of wanted to play them because obviously it’s different this year. They have a good offense and they have a lot of experience. I think it’s going to be a challenging game.”

Berezowitz knows that Creighton is a very experienced team.

“I feel like those girls have been there forever,” Berezowitz said. “I’ve played them like three years in a row. I think they have a lot of competitive maturity and I know we do as well. They’re a really good team, they’re always fun to play and they’re nice girls.”

UK head coach Craig Skinner knows that Creighton is much more than just stars Ava Martin and Kiara Reinhardt.

“Looking forward to playing Creighton. Obviously, a team that’s had a lot of success this year and presents lots of challenges with their offense and the way they play,” Skinner said. “It’s going to be exciting. Very balanced team. Everyone talks about Ava Martin and Reinhardt but with (Jaya) Johnson behind the setter and (Eloise) Brandewie, who played at Ohio State. They have a group that is very experienced, very mature in the way they compete. They’re not going to give us a whole lot of points.”

UK sophomore middle blocker Kennedy Washington believes that she and the team have a formula for success on Saturday.

“Just playing to our standard, spreading the offense and really defending,” Washington said. “Last night, we did a really good job of blocking and holding their star players to a lower hitting percentage.”

Berezowitz knows that it will take a team effort to beat a talented team like Creighton.

“Just using all 14 players, and we’re going to need everyone tomorrow,” Berezowitz said. “I think it’s important to just treat it like every other game we’ve played.”

Skinner believes that serving will be crucial on Saturday. How important is it?

“Very. It was very important last night against Cal Poly and then, because of the diversity that Creighton throws at you with their offense, it will be important again,” Skinner said. “We’re going to have to find the right spots to hit in the right rotations.”

Saturday’s match between two talented teams should be fun to watch. And the winner will advance to next week’s Final Four in Kansas City.





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No. 3 Aggies Reverse Sweep No. 2 Louisville to Punch Ticket to Elite Eight – Texas A&M Athletics

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LINCOLN – The No. 3 seed Texas A&M volleyball team reverse swept No. 2 Louisville to secure its first NCAA Tournament Elite Eight berth since 2001 Friday evening at the Bob Devaney Sports Center, 3-2 (23-25, 22-25, 25-23, 25-18, 15-12).
 
With their season on the line facing a two-set deficit, the Aggies (26-4) pulled off a comeback for the ages to outlast the Cardinals (26-7). The win was spearheaded by two of the program’s all-time greats, as Logan Lednicky paced the offense with 20 kills while Ifenna Cos-Okpalla set the program record for blocks in a five-set postseason match with 12.
 

Texas A&M grabbed the momentum out of the gate, forging a five-point gap early in the frame (11-6). The advantage held at the media timeout, as Kyndal Stowers drove home her fourth kill of the game (15-10). Louisville chipped into the lead, as head coach Jamie Morrison gathered his squad with a break (17-15). The Cardinals continued their streak to lead by two (23-21), and despite a late push from the Maroon & White, Louisville stole the opener (25-23).
 

Back-and-forth scoring opened the second frame, as the teams were knotted through the opening 20 points (10-10). Breaking the deadlock was Texas A&M with a 5-2 scoring run capped off by a block from Cos-Okpalla and Stowers to send the Aggies into the media timeout up three (15-12). Keeping their foot on the gas, the Maroon & White pushed the lead out to four prompting a timeout from the Cardinals (19-15). Louisville flipped the momentum to take the set (25-22) and double its advantage, 2-0.
 

Nothing separated the teams in the early portion of the third frame, as they were level on eight occasions midway through the set (13-13). The contest remained in lockstep (20-20), but a two-point strike from Texas A&M had Louisville huddling up (22-20). Staying on brand for the set, the match was again all square late (23-23), but back-to-back kills from Stowers sealed the frame (25-23) and cut the advantage in the match to one, 2-1.
 
Taking all their rhythm into the fourth, the Aggies piled on the pressure early leading by four as they hit double digits (10-6). The onslaught continued as the nation’s premier middle blocker, Cos-Okpalla, recorded her seventh block of the frame forcing a Louisville timeout (17-8). The Cardinals battled back, cutting the gap to four as Coach Morrison called a break (21-17). Louisville’s comeback fell short, when Stowers once again sealed the frame with a kill (25-18) sending the match to five sets, 2-2.
 

The fifth frame opened with side-out volleyball, as each team traded points to the flip with Louisville holding the one-point gap (8-7). Firing out the turn was Texas A&M, as it captured the upper hand prompting the Cardinals to huddle up (10-9). The Aggies were able to grab the crucial two-point advantage, leaving them three points from victory (12-10). Points continued to be traded, but Stowers for the third-straight set dealt the final blow sealing the set (15-12) and punching the Maroon & White’s ticket to the next round, 3-2.
 
STAT LEADERS
Kills – Logan Lednicky – 20
Hitting Percentage (Min. 10 kills) – Kyndal Stowers – .300
Assists – Maddie Waak – 45
Aces – Tatum Thomas, Logan Lednicky – 1
Digs – Logan Lednicky, Maddie Waak – 12  
Blocks – Ifenna Cos-Okpalla – 12
 
GAME NOTES

  • Logan Lednicky extended her double-digit kill streak to 20.
  • Ifenna Cos-Okpalla broke the program record for blocks in a five-set postseason match.
  • The Aggies advanced to their third Elite Eight in program history.
  • The 26th win of the season marked the most in a year since 2001 (26-6).

 
UP NEXT

The Maroon & White return to the Bob Devaney Sports Center Sunday where they will face the No. 1 overall seed Nebraska with first serve set for 2 p.m.
 
FOLLOW THE AGGIES
Visit 12thMan.com for more information on Texas A&M volleyball. Fans can keep up to date with the A&M volleyball team on Facebook, Instagram and on Twitter by following @AggieVolleyball.





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Nebraska volleyball sweeps Kansas, advances to Elite Eight

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