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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
- Blocking AI bots is not an AI strategy
by Joseph Varvara, VP Sales & Marketing – Supertab on September 28, 2026 at 11:26 amPublishers are being pushed to make increasingly consequential decisions about AI. Allow this crawler. Block that one. License another. Update robots.txt. Protect premium content. Negotiate with an AI platform. Yet... The post Blocking AI bots is not an AI strategy appeared first on Digital Content Next.
- The Google ad tech remedies show why Congress must actby Chris Pedigo, SVP Government Affairs – DCN on September 24, 2026 at 11:33 am
For 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.
Adweek Feed Breaking News in Advertising, Media and Technology
- Marketers, You Have 9 Minutes to Earn Attentionby Melissa Ward on September 28, 2026 at 2:13 pm
This post was created in partnership with Viant As TV and streaming audiences become increasingly fragmented, understanding what happens between an ad being served and a viewer paying attention is
- Delta Air Lines Follows United in Building an Ads Businessby Mitchell Parton on September 28, 2026 at 10:59 am
Delta has hired a former Deloitte and Digitas leader to run its media network.
- Holiday Ecommerce Shopping to Hit $275 Billion Despite Consumer Strain, According to Adobeby Mitchell Parton on September 28, 2026 at 8:00 am
AI and buy-now-pay later will grow while shoppers look for fun and value.
- Holy H-E-Double Hockey Sticks: Adobe Is Bringing AI to the NHLby Bill Bradley on September 28, 2026 at 8:00 am
NHL teams with Adobe as an Official Creative, Marketing, and AI Partner.
- 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.
- AI, Discounts To Drive Record $275 Billion Holiday Splurge, Adobe Sayson September 28, 2026 at 4:54 pm
AI-driven traffic to retail sites more than doubled in August and Adobe expects it to jump in November and December.
- Google 'Unifies' Vertical Video: Sees Greater Reach, Lower Cost-Per-Uniqueon September 28, 2026 at 2:59 pm
Google today introduced a way to buy and measure vertical video space programmatically across channels including platforms, apps and publishers in one platform to centralize media buys.
- Ad Market Resumes Tepid Growth In August, 'Traditional' Media's Share Falls Below 20%on September 28, 2026 at 1:53 pm
The U.S. ad market expanded a modest 0.7% in August following two consecutive months of World Cup growth in June and July. Digital's share of ad spending topped 80% for the first time in the U.S. Ad Market Tracker.
- Streaming Show Renewals Harder To Come By?on September 28, 2026 at 12:00 pm
Data from Luminate shows that existing broadcast TV series had a 75% and 68% renewal rate in 2025 and 2024, respectively.
- Specific Data Fuels Advanced Targeting Across Streaming TVon September 28, 2026 at 12:00 pm
A new platform designed for CTV and FAST environments can support bid requests in real-time across more than 140 billion monthly CTV impressions and is being integrated with Yahoo DSP, StackAdapt and Viant.
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- The Most Dangerous Thing in Culture Right Now is Beauty
by Ted Gioia on September 27, 2026 at 7:14 pmA provocative article from the archive (updated and expanded)
- 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