Here's the problem. No matter how you cover high school sports, the real problem is how to get high school students to your Web site. Believe it or not, high schoolers don't tend to drop by newspaper and TV sites on a Friday night or Saturday morning. Generally, they see those sites as more for their parents than for them.
I'm told that Augusta sends people to local games to take "Spotted" photos. You know those by now. Volunteers take pictures not of the games, but of the people at the games. They hand out business cards telling folks, "You've been Spotted" and directing them to find the photos on the Web site.
Now that's a good marketing ploy. (But I don't see the Spotted photos in the prep football section.) It's a start, at least. Someone actually got out of the newsroom and made an effort. Let me know if you've heard other good ideas for getting high schoolers online.
Bottomline is newspapers can't afford to use the "Field of Dreams" approach to Web design. "If you build it, they will come" is a fictional storyline, not a business model.