Real Sports Reporting, edited by Abraham Aamidor. Publisher's ad here: http://www.iupress.indiana.edu/catalog/product_info.php?products_id=21851
It's cheaper here - http://www.target.com/gp/detail.html/602-3895995-9976655?asin=0253216168&afid=yahoosspplp_bmvd&lnm=0253216168|Real_Sports_Reporting_:_Books&ref=tgt_adv_XSNG1060
I bought this book on a whim my senior year of college. Each section is written by a different journalist who specializes in the area the chapter is about. The front sections are about covering different beats (beats mentioned are football, hockey, soccer, basketball, auto racing, golf, Olympic sports, tennis, baseball and column writing) while the second half of the book is devoted to more encompassing issues.
I got a lot out of it, but it's fairly accessible to people who aren't in the business as well. I wish I'd had a class with it as a text in college.