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Not long ago, one of the most popular terms in newspapering was "value-added" -- meaning the creation of online material capable of enhancing a basic story. Today, smaller staff sizes coupled with heavier workloads has pushed the concept to the backburner. But don't tell Longmont Times-Call sports reporter Ray Sobczyk. He's created a video series called "Desk Jock," in which he interviews and then competes against experts in various sports, ranging from wrestling to hockey, resulting in segments overflowing with comic humiliation. The concept's not new: TV sports reporters have been using it for years. Still, it's a relative novelty at a daily newspaper -- particularly one the size of the Times-Call -- and the fresh-faced Sobczyk gives the shtick his all. Click above to see his failed attempts at diving -- and check out the Desk Jock YouTube channel at this link. Attaboy, Ray.