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We specialize in technology architecture, project development and training. Don’t sweat the tech.
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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
- Publishers are diversifying reach, but are they reducing risk?
by Julie Jochims – Media Industry Analyst, Arc XP at The Washington Post on October 20, 2026 at 11:24 amEvery publisher strategy deck now has a slide on diversification, and the reasoning is sound. Google referrals are shrinking, so publishers are building audiences elsewhere. But much of that diversification... The post Publishers are diversifying reach, but are they reducing risk? appeared first on Digital Content Next.
- Media’s shifting profits raise questions about future growth
by Rande Price, Research VP – DCN on October 19, 2026 at 2:23 pmMedia companies face a difficult growth equation. Expanding content and audience reach does not necessarily translate into stronger financial returns, particularly when consumers have little additional attention to give and... The post Media’s shifting profits raise questions about future growth appeared first on Digital Content Next.
- News podcasts offer a surprising path to rebuilding trust
by Theresa Cramer, Founder – Quiet Corner Communications on October 15, 2026 at 11:32 amPublishers are accustomed to hearing bad news about trust in journalism. But Gallup’s latest findings offer a glimmer of improvement: 33% of Americans now express confidence in the news media,... The post News podcasts offer a surprising path to rebuilding trust appeared first on Digital Content Next.
- DCN’s media industry must reads: week of October 15, 2026by Michelle Manafy, Editorial Director – DCN on October 15, 2026 at 11:26 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 October 15, 2026 appeared first on Digital Content Next.
- Higher prices lift spending as subscription habits shiftby Rande Price, Research VP – DCN on October 12, 2026 at 3:00 pm
DCN’s Q3 2026 Digital Subscription Tracking Report finds that household subscription spending continues to rise, largely because of higher prices. Estimated average monthly spending reached $176.44, up 14.5% year over... The post Higher prices lift spending as subscription habits shift appeared first on Digital Content Next.
Adweek Feed Breaking News in Advertising, Media and Technology
- Salesforce to Buy Braze for $5.66 Billionby Tekendra Parmar on October 20, 2026 at 3:47 pm
Salesforce intends on using Braze’s AI to deliver customers real-time signals on customer behavior, deliver services across platforms, and utilize the company’s AI to help marketers to optimize content.
- Netflix Announces New Ad Updates for Measurement and Capabilitiesby mmwachiro on October 20, 2026 at 12:00 pm
Netflix says new ad updates will provide better outcomes for its advertisers.
- Kalshi Gives NBA Star Dillon Brooks a Device to Block LeBron Jamesby Brittaney Kiefer on October 20, 2026 at 12:00 pm
Kalshi’s ‘King Blocker’ device mutes any mention of Dillon Brooks’ on-court rival, LeBron James.
- FTC Approves Publicis’ $2.2 Billion LiveRamp Deal With ‘Neutrality’ Conditionsby Chris Cicchiello on October 20, 2026 at 11:56 am
The order outlined numerous rules Publicis must abide by in an attempt to maintain market neutrality
- Charli XCX Joins Absolut for ‘Chaotic’ Two-Year Partnershipby Brittaney Kiefer on October 20, 2026 at 11:13 am
Absolut Vodka has signed a two-year partnership with Charli xcx.
- Attribution Tells Us Where, Influence Explains Whyon October 20, 2026 at 6:21 pm
Attribution models organize actions we can observe. They tell us which touchpoint was closest to an outcome. While that's useful, proximity is not causation.
- Live Sports: A New Play for Mid-Market Brandson October 20, 2026 at 6:00 pm
KSM's VP, Head of Digital & Partnerships, writes, "Live sports is the last appointment television. Mid-market brands no longer need massive national budgets to show up around culture's biggest events."
- Less Than Two-Thirds Of Americans Get News From TV, 87% Get It From Digitalon October 20, 2026 at 1:00 pm
Pew also found 31% of U.S. adults "often" get news from TV vs. 12% for radio and 6% for newspapers/magazines, while 59% get news "often" from digital devices - up from 56% in 2025.
- Stagwell Relaunches Agentic Services Under Umbrella 'AI' Brandon October 20, 2026 at 1:00 pm
The goal is to make it easier for businesses to find and use Stagwell's agentic tools, whether they need a single product or several that work together.
- Netflix Needs 'Buzzy' Franchiseson October 20, 2026 at 12:00 pm
Despite being impacted by weakening viewer engagement, Netflix has the financial wherewithal to up its game with major brand franchises and prized intellectual property.
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- 14 YouTube Videos I’m Recommending Right Now
by Ted Gioia on October 20, 2026 at 3:46 amHere's what I've been watching lately.
- Let’s Kill the Four-Chord Song
by Ted Gioia on October 16, 2026 at 6:45 pmThe audience has lost interest in it—but what comes next?
- Don’t Trust People Who Talk Like This
by Ted Gioia on October 14, 2026 at 3:17 amThe beginning of wisdom is calling things by their right names.
- People Are Rejecting Screens—and Returning to Communal Events
by Ted Gioia on October 10, 2026 at 6:06 pmThe inmates are breaking out of digital prison
- Why Everybody Loves Glen Campbell
by Ted Gioia on October 6, 2026 at 3:12 amIn 1960, a country boy named Glen Campbell showed up in Los Angeles with a guitar, a pompadour hairdo, and a lean, hungry look....