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Scott Rakestraw has been delivering technology as a service for nearly 4 decades. After earning a Bachelor Degree in Communication, specializing in mass media, Scott’s early career was a mix of radio, publishing and television supporting technology for font-line team members and senior corporate executives
Scott has worked for major media outlets including, Mediabase Research, Cox Broadcasting, Paramount Television Stations and CBS Television. He has also been a team leader in publishing, serving as the Research Director at Monday Morning Replay and the Senior Technical Support Analyst for Gale Research (now Cengage).
“Working in the media was a great place to learn how the world and the world of business operates- how to build a team to accomplish goal.” says Rakestraw. “In the corporate world I was always searching for some meaning to the work.”
The search lead Scott directly into to public service roles. He has served as Telecommunications Manager for The Library Network and as a Senior Technology Project Manager for public libraries. He founded “Save Your Breath.org” in 1998 and to help fine organizations, specifically non-profits implement and deliver technology solutions.
“People get overwhelmed by technology. When you have the right partner, you’ll never have to ‘Sweat the Tech’.”
“SaveYourBreath.org” is a Texas based consulting firm specializing in Technology Project Management, Solution Design, System Architecture and Staff Development.
Blog
Radio’s Next Great Format May Have Nothing to Do With Traditional Radio
Dave Van Dyke’s [Bridge Ratings Media Research] recent essay suggests that radio’s next great format could be “the wisdom of its own audience“. Using AI to organize thousands of listener responses that local personalities can turn into programming is a great concept. I just don’t think it’s strong enough. As a technologist, I’ve argued three …
Continue reading “Radio’s Next Great Format May Have Nothing to Do With Traditional Radio”
Better Than Health Insurance…
My first job after college was at a small radio station south of Phoenix, AZ. We needed a swing man. Someone to cover weekend shifts. We found a local guy with a great voice who understood the station, knew the market and was willing to work for the ‘beans and rice’ wage we were going …
It Was “a great day for all of us”.
At a company meeting some years ago, the CEO stood up and read a list of my accomplishments for all to hear. My career in technology started on a help desk. The company was moving content from print into database software, and over the years I built several projects that measurably improved customer service. Everyone …
News
River of News*
* This “River of News” is syndicated from 3rd party sites. We are not responsible for this content. “River” content is presented for your convenience and entertainment and may not be suitable for all purposes.
Digital Content Next Official Website
- The Google ad tech remedies show why Congress must act
by Chris Pedigo, SVP Government Affairs – DCN on September 24, 2026 at 11:33 amFor more than a decade, publishers have been telling policymakers that something is fundamentally wrong with the digital advertising marketplace. Now, after years of antitrust litigation against Google, a federal... The post The Google ad tech remedies show why Congress must act appeared first on Digital Content Next.
- DCN’s media industry must reads: week of September 24, 2026by Michelle Manafy, Editorial Director – DCN on September 24, 2026 at 11:24 am
Here are some of the best media stories our team has read so far this week: The post DCN’s media industry must reads: week of September 24, 2026 appeared first on Digital Content Next.
- How publishers can capture more value from sports fandom
by Rande Price, Research VP – DCN on September 22, 2026 at 11:29 amYoung audiences divide their attention across more platforms and content formats than any previous generation. Yet their sports interest appears to be growing even as their consumption becomes more fragmented.... The post How publishers can capture more value from sports fandom appeared first on Digital Content Next.
- To monetize more content, publishers must break down silosby Chris Hart GM – True Anthem/JWX Social on September 21, 2026 at 11:24 am
Publishers don’t need another reminder that search referral collapsed. Most have already rebuilt around social, syndication, and streaming. Many of our top publisher clients are seeing seven to eight figures... The post To monetize more content, publishers must break down silos appeared first on Digital Content Next.
- DCN’s media industry must reads: week of September 17, 2026by Michelle Manafy, Editorial Director – DCN on September 17, 2026 at 11:27 am
Here are some of the best media stories our team has read so far this week: The post DCN’s media industry must reads: week of September 17, 2026 appeared first on Digital Content Next.
Adweek Feed Breaking News in Advertising, Media and Technology
- Ticker: Kara Swisher Confirms CNN Exit After Paramount-WBD Merger Is Completeby mmwachiro on September 25, 2026 at 5:02 pm
Dateline celebrates the premiere of its 35th season by lighting up the Empire State Building.
- Creators That Convert: 4 Business Leaders on Driving Full-Funnel Marketing Resultsby Eva Kis on September 25, 2026 at 4:54 pm
Why creator content should be treated as a core paid media asset.
- Move Over, Taylor Swift. The Brands Are About to Spice Up the VMAsby Bill Bradley on September 25, 2026 at 2:08 pm
The 2026 VMAs will have Bacardi, Spotify, and Dunkin' creating moments you donut want to miss.
- Are AI Ads Ready for Prime Time?by Melissa Ward on September 25, 2026 at 9:45 am
This post was created in partnership with Higgsfield AI After years of debate over AI’s creative capabilities, Higgsfield, an AI-native creative suite, put them to the test. During a Brandweek
- Global Citizen Taps Influential As Its Official Creator Partnerby Mark Stenberg on September 25, 2026 at 9:00 am
The pro bono partnership, which began around the World Cup, will bring about 20 creators to Saturday's Global Citizen Festival in Central Park.
- Out Of The Frying Pan, Into The Opaque Margin Fireon September 25, 2026 at 4:11 pm
The agency timesheet is finally dead. What comes in its place are contracts rooted in outcomes incentivizing the quality of results, not hours burned. Before you celebrate, the reality is agencies are evolving their SOW components to avoid losing margin.
- HBO Max + Paramount+: What Will The Combo Really Become?on September 25, 2026 at 3:38 pm
Merging the two companies' streaming platforms into one to get greater scale may be challenging. How will consumers judge this possible streaming combination?
- Peacock Doc Shocker: O.J. Had An Accomplice!on September 25, 2026 at 2:39 pm
The idea that there was an accomplice in the Simpson murders stems from the odd memoir Simpson wrote in 2007 - 'If I Did It: Confessions of the Killer.'
- Local News Watched By Just 10% Of Young Adults, Study Findson September 25, 2026 at 1:29 pm
Only 10% of people ages 18-24 watched any local news content within a given week, according to research from a survey commissioned by Ring Digital. This further emphasizes a trend of young media consumers moving to digital media platforms.
- Paid For By A Narcissistic Voidon September 24, 2026 at 8:02 pm
Of all the self-aggrandizing things Trump has used our taxpayer dollars for, a paid ad calling on us to "love" him is the last straw. I mean, until the next one.
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- Spammers Teach Me Six Ugly Truths About AI Writing
by Ted Gioia on September 24, 2026 at 8:39 pmAlso details on the new scam targeted at authors
- The 50 Essential Western Films
by Ted Gioia on September 22, 2026 at 6:54 pmIn this final installment of my survey, I cover the turbulent period from 1969 to the present day
- AI-Generated Movie Star Has a Meltdown on TV
by Ted Gioia on September 19, 2026 at 7:32 pmHollywood’s plan to replace people with bots took another blow this week
- My Favorite Philip K. Dick Novels
by Ted Gioia on September 17, 2026 at 7:10 pmHere are seven entry points into the oeuvre of this troubled and troubling sci-fi author
- How a Healthy Society Falls Apart
by Ted Gioia on September 12, 2026 at 5:26 pmStefan Zweig's account is almost too strange to believe—but forces us to ask if it could happen again