I pay for Bucknuts.com year round. I like their magazine and I like the fact that you get mostly full access to every site on the network. I get to read and post on the Browns insider's board, as well as the Cavs and Tribe, which is great. It's a great deal overall. Their info isn't impeccable, but it's solid, and the premium boards aren't bad at all.
Rivals, I think has too many interviews that say nothing at all. I like how Bucknuts interviews players, in general -- I think they do a nice job of having players talk a bit more about their decision making process, and not just what school they are picking. However, sometimes, the gurus are too slanted from every side. The Tennesee Scout guys have never ever said they won't be getting a player, and the Bucknuts guys are often a bit too optimistic. I also like reading Bill Conley's chats, they're very informative, if not a bit angry towards OSU.
Rivals, I get from December - February every year to watch the videos. Their videos are far more superior in number and in quality, and I think the 30 or so bucks I pay is worth it for late coverage. Chris Nida is a tireless worker (and also a former classmate of mine), and Mark Rea and Kurelic do a decent job. They rarely break anything huge on BSB, but the whole network is nice. I like their ratings a bit more than I do Scout's.
Frankly, I like Scout a bit better but not just because of their recruiting coverage. However, my suggestion is to try them both when they have free weeks and see which one you like better.