Sports
How Phil Mackey Digitally Evolved Sports Radio Into SKOR North
– Advertisement – 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 […]



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.


John Mamola is the sports editor and columnist for Barrett Media. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. Honored to be a five-time recognized top 20 program director in a major market via Barrett Media and honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL). Connect with John by email at John@BarrettMedia.com.
Sports
West Ottawa’s Izzy Steele is Water Polo Player of the Year once again
West Ottawa’s Izzy Steele has been one of the top water polo players in the state for most of her career. The Holland Sentinel Girls Water Polo Player of the Year had a different role this season as a senior. “This season was full of ups and downs for me. I was dealing with it […]

West Ottawa’s Izzy Steele has been one of the top water polo players in the state for most of her career.
The Holland Sentinel Girls Water Polo Player of the Year had a different role this season as a senior.
“This season was full of ups and downs for me. I was dealing with it being the end and trying to soak it all in,” Steele said. “My best memories were of the under classmen scoring goals. I remember one by almost all the underclassmen. One in particular in a very close game I remember nearly brought me to tears because I was so proud of my team.”
As for Steele, she had to again deal with opposing defenses focusing entirely on her. That is the price for developing her game early. She was Sentinel Player of the Year as a sophomore as well.
“The biggest improvement was learning to move people in the water. Turning people was one of my biggest strengths toward the end of the season,” she said.
But the mentoring part of her season is what she wants to leave behind to the next group of Panthers.
“I hope my legacy is of kindness and leadership. I had no idea where our team was gonna be,” she said. “I threw myself into teaching all our new girls. That is what made this season one of the best. I hope I left them all with the love of water polo that I have.”
That love is something she will take with her with many positive memories.
“Water polo for me is about the grit, strength and strategy, That’s why I love it,” Steele said. “This year though showed me how it is so much more about the team. I left this season with so many more friends and meaningful memories than I thought I would. I know those are the things I will hold on to through the years not the games we won or lost. So water polo is more than the game to me it’s the community.”
Contact sports editor Dan D’Addona at Dan.D’Addona@hollandsentinel.com. Follow him on X, formerly known as Twitter @DanDAddona or Facebook @HollandSentinelSports.
Sports
Golf Trio Named To Academic All-District Team
By: Tim Flynn Story Links CSC Academic All-District At-Large Team GOLDEN, Colo. – The Colorado School of Mines golf trio of Max Lange, Carter Lolli, and Lukas Taggart have been named to the College Sports Communicators’ Academic All-District At-Large team. It’s a repeat honor for both Lange and Taggart while Lolli […]

CSC Academic All-District At-Large Team
GOLDEN, Colo.
– The Colorado School of Mines golf trio of Max Lange, Carter Lolli, and Lukas Taggart have been named to the College Sports Communicators’ Academic All-District At-Large team.
It’s a repeat honor for both Lange and Taggart while Lolli earns his first career honor. All three are juniors majoring in mechanical engineering, and they each earned First-Team Academic All-RMAC honors in late May.
Lange appeared in 10 tournaments averaging 73.62, topped by a 15th-place finish at the 2025 RMAC Championships. He finished the season strongly going under par in the final three tournaments of the spring, including a two-under T47 showing at the NCAA West/South Central Regional.
Lolli had three top-15 finishes in eight tournament starts including T10 at the RJGA Palm Valley Classic, T11 at the RMAC Championships, and T13 at The Writz at Mile High. He shot the year’s lowest round by an Oredigger with a 66 at the RMAC Championships, and averaged a career-best 74.05 for the season.
Taggart, a Second-Team All-RMAC selection, averaged 74.07 as a junior as he notched four top-25 individual finishes. Taggart had a run of three straight top-20s around the winter break finishing 16th at the Ryan Palmer Foundation Invite before T14 showings at both the Otter Invitational and Las Vegas Desert Classic; he finished 23rd at the RMAC Championships, as well.
The trio were named to the At-Large Team, which combines candidates from a number of sports including fencing, field hockey, golf, gymnastics, ice hockey, lacrosse, rifle, skiing, tennis, volleyball, water polo, and wrestling. All nominees must have a 3.5 or above GPA while holding sophomore or higher academic standing. They were joined on the At-Large All-District team by Mines wrestler Grayston DiBlasi. Academic All-District recipients will go on to the ballot for the Academic All-America award, which will be announced later this summer.
Sports
AD Jennifer Cohen recaps the 2024-2025 USC Athletics season in State of Troy
The 2024 USC Athletics season season has officially come to an end. It was another successful year for the Trojans, highlighted by bringing two more national championships home to Heritage Hall. Last week, USC athletic director Jennifer Cohen shared her latest State of Troy update. Included in it was a recap of the Trojans’ 2024-2025 […]

The 2024 USC Athletics season season has officially come to an end. It was another successful year for the Trojans, highlighted by bringing two more national championships home to Heritage Hall.
Last week, USC athletic director Jennifer Cohen shared her latest State of Troy update. Included in it was a recap of the Trojans’ 2024-2025 athletics season.
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“USC is synonymous with broad-based excellence across all sports,” Cohen wrote. “And our accomplishments in 2024-25 rank with any in school history. “
“Heading into this week’s NCAA Division I Outdoor National Track & Field Championships, we are poised to secure USC’s highest-ever finish in the Learfield Directors Cup. After USC ranked fifth following the winter rankings, baseball’s remarkable run to the NCAA Tournament and the final of the Corvallis Regional – plus postseason runs from men’s and women’s tennis, men’s and women’s golf, and a national runner-up finish for women’s water polo – highlights how spectacularly our coaches and teams have performed across this spring.
“That success also helped us win the Crosstown Cup for the 14th time. It’s always a thrill to Beat the Bruins, and points from women’s volleyball, women’s soccer, football, women’s rowing, women’s golf, women’s basketball, men’s volleyball, beach volleyball, men’s tennis, women’s tennis, and women’s water polo bring the Cup back where it belongs.
“Our success this year also extended into the classroom. During the Spring 2025 semester, our student-athletes earned a 3.240 cumulative GPA, with 61 student-athletes earning a 4.0 and 440 student-athletes earning a 3.0 or better – all department records.
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“I’m so incredibly proud of our student-athletes, faculty, coaches, and staff for all they have accomplished this year, and we couldn’t do it without our donors, fans, and the entire Trojan Family.”
With the 2024-2025 season in the books, attention now shifts to 2025-2026. The USC football team will kick off fall camp in early August, marking the start of what should be another exciting year in Troy.
This article originally appeared on Trojans Wire: Jennifer Cohen shares State of Troy on 2024-2025 USC Athletics season
Sports
Water polo’s flippa ball is taking off in Gisborne
“I’m encouraging whānau to spread the word about flippa ball,” she said. “Kids aged 7 to 10 can get involved these school holidays by coming along to a one-day flippa ball camp on July 1 from 10am to 2pm at Kiwa Pools.” Flippa ball is going great guns at Gisborne’s Kiwa Pools with a growing […]

Sports
Viking Pride Is Evident On PSU Athletics Staff As Alums Now Contribute Off The Field
Story Links Portland State University has always been a breeding ground for outstanding athletic talent, and now some of its most accomplished alumni are returning to contribute in a new way. There are many ways to judge the quality of experience student athletes have during their years in a specific […]

Portland State University has always been a breeding ground for outstanding athletic talent, and now some of its most accomplished alumni are returning to contribute in a new way.
There are many ways to judge the quality of experience student athletes have during their years in a specific athletic program. One of those is the number who decide to return and work for their alma mater.
“We have a number of student-athletes who have returned to PSU as coaches or in athletic administrative capacities and that shows that they liked their experience enough here that they wanted to come back after graduation,” said Lund.
The nearly 20 coaches and staff members who are alums currently working are a testament to the experience these people had at Portland State and should be a good indication to anyone considering coming here of the value as athletes and students that’s intrinsic in the PSU experience, he added.
“These are people who want to give back to the institution and to help others have the same quality experience they had,” said Lund.
He pointed to four current athletic administrative staff members as good examples of people wanting to help younger athletes have the same fun and productive experience they had.
Paige Donathan, Malik Thirdgill, Tyson Pauling and Olivia Dean—once student athletes who wore PSU colors with pride—have returned to the university to work within the athletic department, bringing their unique experiences and insights to empower the next generation of Vikings.
Donathan, a former soccer star (2017-2020), donned the PSU jersey as a dynamic forward, leading her team in goals during her senior year. Her journey to PSU was spurred by a desire to remain in the Pacific Northwest and participate in a strong collegiate soccer program. Throughout her athletic career, adversity taught her valuable lessons in resilience.
“I was recruited as a defender and played that position until injuries restricted me from consistently playing 90 minutes. But, I wanted to make a difference on the field, so I transitioned to forward my senior season. Adapting to change is what defined my time here, and it shaped the way I want to support future athletes,” Donathan said.
Now, as an Athletic Academic Advisor to women’s soccer, women’s softball and men’s basketball, she is committed to fostering the same spirit of perseverance among current student athletes.
“I enjoy the constant interaction with the student-athletes I oversee,” she said. “Seeing their growth throughout the years, both academically and athletically, is amazing.”
Donathan’s involvement as president of the Student-Athlete Advisory Committee (SAAC) also has equipped her to advocate for the athletes she now mentors.
Her athletic academic advisor left a positive impact on her life. “I remember not knowing exactly what I wanted to do after graduation with my Masters and telling my family it would be really cool to do what my athletic academic advisor did,” Donathan said.
“The thing that interested me the most was the ability to encourage, support and cheer on the student-athletes in the classroom and on the field, court or track. You have the power to positively impact these athletes during their student-athlete experience at PSU,” she said.
“I enjoy the constant interaction with the student-athletes I oversee. Seeing the growth throughout the years academically and athletically is amazing. I am part of their support team and in a position to advocate for them throughout their student-athlete experience here. Assisting athletes to discover their passions academically and professionally is very rewarding,” said Donathan.
Thirdgill, a tight end for the PSU football team from 2018 to 2022, shares a similar belief in giving back to the program he once trained in. Thirdgill felt PSU was a great school to build on the connections he had already made as a native Portlander who prepped at Central Catholic High School.
“I ended up at Portland State because I felt like this was a good school to be able to build on my connections,” he said. “I loved my time at Portland State. I was able to grow individually, athletically, professionally and educationally. As I hung up my cleats and moved on in life, I’ve been able to focus on sharing the environment that helped me become the person I am today and I’m able to share what college athletics has to offer to youth programs and organizations.”
As Director of Ticket Sales and Service, Thirdgill said he sees the impact he can have on sports from a different angle.
He enjoys “the day-to-day interactions with campus partners and athletic staff and being able to collaborate with campus partners and outside organizations to find a way that athletes can contribute and help their mission, is by far the best part of my job.”
Pauling and Dean round out this impressive group of returning athletic alumni, both of whom have brought their own experiences and expertise to the athletic department.
Pauling, a standout offensive lineman from 2018-2022, joined the Viking program out of Victorville, CA. He enjoyed his PSU experience on and off the field, especially upsetting the University of Montana on a 52-yard field goal in 2018 and Eastern Washington in 2022 on their home turf.
“I liked that PSU is in the heart of downtown Portland and that there is so much to do. Coming from Victorville, CA, sort of in the middle of nowhere, I had many opportunities right in the palm of my hand in Portland,” he said.
As Compliance Coordinator, Pauling said “there is something very special about being able to come back into this building (Stott Center) because it still feels like I am still going to work as a student-athlete. My biggest thing is giving back to PSU because there was so much that was given to me from this athletic department…it will always have a special place in my heart.”
His Portland State student experience “gave me growth in my football career and the opportunity to play with the Calgary Stampeders. It gave me the growth academically enabling me to walk out of here with a Master’s degree and it gave me growth within the friendships that will last a lifetime. Those are the things that drew me back here.”
He said the “impact I have when I am able to have conversations with some of our student-athletes is what I enjoy most because I was once standing in the same spot they are now. I like working with the staff here because I see the time and effort that goes toward making sure our student-athletes succeed at the highest level.”
Dean, an All-Big Sky Conference selection as shortstop on PSU’s women’s softball team (2021-2023), transitioned from player to assistant coach for PSU Softball Head Coach Meadow McWhorter.
“I knew that I wanted a career in athletics because it has always been a passion of mine, so when Coach Meadow asked me to come on as a volunteer coach last year, it was a no-brainer,” she recalled.
Dean was also working in game operations while coaching and soon moved into a role as assistant director of operations.
“What interests me the most is the ability to be hands-on with every sport. I’ve learned to respect what goes into running a game and the support it takes to be a successful athlete,” Dean said.
Coming back (well, never really going away), has been a perfect fit. “I love that it feels like home. I’ve been here for almost five years now. Throughout my time as an athlete, I made so many wonderful connections, from coaching staff to friends and now great coworkers. It has been important during my transition into the workforce to feel so welcomed in a career right out of college. The PSU staff was immediately there for me,” said Dean.
The collective experiences of Donathan, Thirdgill, Pauling and Dean create a powerful network of support within the athletic department. All four alumni share a profound understanding of the challenges and triumphs that student athletes face, and they are uniquely positioned to guide and advocate for them.
“Our goal is to create an atmosphere where student athletes feel empowered to pursue their dreams, both on the field and in the classroom,” Donathan said.
With their backgrounds in athletics, they are keenly aware of the pressures that accompany being a student-athlete and are dedicated to providing tailored support to help current Vikings overcome those challenges. This new wave of leadership at PSU symbolizes a bright future for the university’s athletic programs.
Donathan and her colleagues bring not just their experiences, but a shared passion for uplifting the student-athlete community.
As these four returnees – and a number of other Viking alums on staff – leave their mark on the PSU athletic landscape, their stories serve as a reminder of the potential that lies within every student-athlete. They embody the spirit of perseverance, community and mentorship that PSU instills. With a commitment to equity, inclusion and support, PSU’s returning alumni—both administrative and in coaching—aim to uplift and guide the next generation of athletes.
Their journey back to PSU is not just a homecoming—it’s a mission to empower young athletes to achieve their dreams, carry forward the legacy of PSU, and create a lasting positive impact on the university community. As they strive to make a difference, the future looks promising for PSU athletics, backed by a team of dedicated alumni who understand the heart and hustle required to succeed in both sports and life.
Sports
Fox Soars To Second PacWest Scholar-Athlete of the Year Award
Story Links IRVINE, Calif. – Add one more awesome honor to the resume of recent Concordia University Irvine alum Dylan Fox. The three-time All-American and three-time PacWest Champion in the long jump was named the PacWest Men’s Track & Field Scholar-Athlete of the Year for the second time in his incredible Concordia […]

IRVINE, Calif. – Add one more awesome honor to the resume of recent Concordia University Irvine alum Dylan Fox.
The three-time All-American and three-time PacWest Champion in the long jump was named the PacWest Men’s Track & Field Scholar-Athlete of the Year for the second time in his incredible Concordia career.
The Irvine, Calif. native sported a 3.91 GPA in business administration. He was also voted the Men’s Track & Field Scholar-Athlete of the Year by the PacWest sports communicators in 2023.
A graduate of nearby Irvine High School, Fox finished 11th, 10th, and then 8th in the long jump on the national stage at the NCAA DII Championships the past three years. He is Concordia’s first three-time All-American on the men’s track and field side in the NCAA DII era, capturing Second Team honors the past two seasons before capping it off with First Team All-American honors in May.
Fox was also honored last month as Concordia’s Male Athlete of the Year during the 2025 Senior Legacy Award Banquet.
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