In our town, perfect scores on even sections of the SAT, ACT or subject tests are rewarded with a little article in the local paper and internet hyper local news site with a picture and their achievement. This happens a few times a year.
The honor roll lists by marking period are also published as are articles (if submitted) about National Honor Society and other club accomplishments (robotics wins, Model UN performance). Theater performances gets articles. But yes sports get more ink - every week a few pages and photos are allotted to which ever sports are in season. Not sure there is that much to write about in terms of academics on the day to day basis.