The Arizona Interscholastic Association’s AIA365.com website is becoming the pick to click for the state’s high school athletes and coaches and their families, stretching across the country and even to other parts of the world.

Traffic on AIA365.com was up 67 percent from Aug. 1-Nov. 30 over the same period in 2010. The site is well on the way to surpassing 3 million page views for the 2011-12 school year, more than doubling the traffic from 2010-11.

A snapshot comparison between Nov. 2010 and Nov. 2011 shows an 86 percent increase in page views.

The breakdown of the numbers over the last three Novembers is:

Visits – 136,046 (2011), 83,278 (2010), 75,712 (2009).

Unique visits – 73,849 (2011), 39,674 (2010), 38,877 (2009).

Page views – 499,960 (2011), 269,151 (2010), 240,436 (2009).

AIA365.com has become the only official site for AIA schedules, scores, results, power rankings, tournament brackets and other items.

A lot of the site traffic has been due to viewership of championship and regular-season events via streaming video.

Some of the recent video features of AIA365.com have been football championship games from Divisions I-VI, football championship media day, and chess and spirit line competition.

The output will continue with many of the winter sports, including boys and girls basketball, boys and girls soccer and wrestling.

The AIA also is committed to the increased involvement of its schools, where the schools manage and produce content for their school pages, primarily through student reporters. Schools are able to sell advertisements for their pages and keep 100 percent of the revenue.