Among the 38,000 high schools in the U.S., basketball is the most popular sport for girls and the second most popular for boys (NFHS, 2005). In Indiana – which houses 15 of the 16 largest high school arenas in the world – this connection is even more established as basketball and the state have often been viewed as synonyms (Montieth, 2006). “The state of Indiana has a worldwide reputation for its high school basketball,” noted Knight (2002). “Nowhere else do kids grow up in an atmosphere so supportive of the game.” After decades of dominance by interscholastic male participants, the state has witnessed over the past few years a surge in the participation and interest in female high school basketball (Wertheim, 2004). In an effort to gauge the media's approach to and interest in male and female basketball coverage, this study analyzed the type and amount of coverage devoted by the print media. While a shift in participation is underway, the study sought to determine if the gender-based patterns of sports reporting are still prevalent. Specifically, this content analysis examined the written and photographic attention given over a seasonal time frame by selected daily newspapers based in Indiana. The purpose of this study was to determine the equitableness of the newspaper coverage. Basketball was selected because of its accessibility to and similarities for both males and females. As Mandelbaum (2004) stated, “Basketball corresponds to a final distinctive feature of post-industrial society: gender equality.” Indiana was selected because the state, according to Mandelbaum, “leads the nation (in) enthusiasm for basketball among its citizens.” For this study, a total of 252 newspaper issues were randomly selected through stratified sampling. These daily issues resulted in 442 articles (6,565 column inches) and 333 photographs (3,230 column inches) that fit the study's codebook criteria for inclusion. Females, even when compared to independent standards, were consistently and significantly under-represented in articles (36%), article column inches (32.5%), photographs (31.8%), and photograph column inches (35.8%). Furthermore, the articles concerning males were significantly better positioned and more likely to have photographic accompaniment. The study also examined the coverage distributions based on the type of article and photograph, the newspaper personnel, circulation sizes, and geographical locations. Although girls basketball continues to grow in popularity, the print media has much work to do to break the stronghold that hegemonic masculinity has on the coverage of the state's most recognizable pastime.Keyword(s): gender issues, physical education PK-12, sport management