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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
- How the new Congress could reshape tech policy for publishers
by Chris Pedigo, SVP Government Affairs – DCN on November 12, 2026 at 12:33 pmThe midterm elections have changed the balance of power in Washington, giving Democrats control of Congress for the final two years of President Trump’s term. What will this mean for... The post How the new Congress could reshape tech policy for publishers appeared first on Digital Content Next.
- DCN’s media industry must reads: week of November 12, 2026by Michelle Manafy, Editorial Director – DCN on November 12, 2026 at 12:27 pm
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 November 12, 2026 appeared first on Digital Content Next.
- A new sports playbook can help media companies win ad dollarsby Karisa Schroeder, Director of Product Marketing – MediaRadar on November 11, 2026 at 12:24 pm
Sports used to be one of the simplest buys in media. The playbook was easy: find the game, buy the break. That playbook no longer holds. Games are now spread... The post A new sports playbook can help media companies win ad dollars appeared first on Digital Content Next.
- Rising news trust creates opportunity for premium publishers
by Rande Price, Research VP – DCN on November 10, 2026 at 12:27 pmThe good news is that Americans express greater trust in news organizations than they did a year ago. However, this confidence has limits. Many still question whether journalists thoroughly investigate... The post Rising news trust creates opportunity for premium publishers appeared first on Digital Content Next.
- Think like a brand: Why audience relationships matter moreby Rich Murphy, CEO, President and Managing Director – Alliance for Audited Media on November 9, 2026 at 2:27 pm
For years, publishers could count on the open web to help audiences discover their content and drive revenue. That model is changing. Search is evolving, AI summaries are making referral... The post Think like a brand: Why audience relationships matter more appeared first on Digital Content Next.
Adweek Feed Breaking News in Advertising, Media and Technology
- Apple’s Heartfelt Holiday Ad Gifts the Power of Beliefby Alison Weissbrot on November 12, 2026 at 3:00 am
The tech company’s 2026 holiday film features a boy navigating his relationship to art
- Friday, Nov. 6 Daily Cable News Ratings: Fox News’ The Five Leads the Wayby mmwachiro on November 11, 2026 at 9:08 pm
CNN was in first place in the primetime demo.
- The Washington Post Nears Breakeven After ‘Hundreds and Hundreds of Millions’ in Lossesby Mark Stenberg on November 11, 2026 at 7:02 pm
This story was originally published in On Background with Mark Stenberg, a free, weekly newsletter that explores the key themes shaping the media industry. You can sign up for it here.
- Adobe’s CMO on Why It’s Made Its Biggest Brand Campaign in 5 Yearsby Trishla Ostwal on November 11, 2026 at 3:22 pm
The company is pitching the human touch as AI makes creating images and videos easier while competition ramps up
- Sabrina Carpenter Swaps Espresso for Whisky in Damien Chazelle’s Johnnie Walker Adby Alison Weissbrot on November 11, 2026 at 1:51 pm
The La La Land director gives “Keep Walking” a French New Wave makeover as the pop star works a jazz bar, highball in hand
- Cover Story: Variety's 'Skydance Succession'on November 11, 2026 at 6:10 pm
Hollywood trade 'Variety' features a compelling cover depicting a story within a story for its thematic "money issue," which carries the cover line "Skydance Succession" and delves into the money behind the entertainment industry's biggest new powerhouse.
- Competitive Headwinds Keep Coming For The Trade Deskon November 11, 2026 at 2:00 pm
The Trade Desk expects Q4 to look even better, projected at $755 million. That's the good news. Yet concerns over advertising and increased competition remain.
- Netflix Campaign Shows How Far Fans Will Go To Find Next Obsessionon November 11, 2026 at 1:23 pm
"Find The Thing You Never Knew You Needed" started up on Tuesday in the U.S., Canada, Brazil and Spain.
- Netflix Show Takes Brand Integration To Next Levelon November 11, 2026 at 1:00 pm
Netflix has found the perfect location in which to film a reality competition show that sets a standard for in-show brand-integration -- a shopping mall.
- Short-Form Video Engagement Rivals Movies, Challenges Long-Form TVon November 11, 2026 at 5:00 am
Short-form video content (58%) is now nearly tied with movies (57%) for engagement in share of the U.S. general population, Luminate finds, looking at a recent 3-month period.
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- Why Don’t Artists Join Together in Co-Op Platforms?
by Ted Gioia on November 9, 2026 at 6:49 pmMost of the money in the creative economy goes to corporations and intermediaries. It doesn’t need to work that way.
- The AI Business Model Just Collapsed
by Ted Gioia on November 5, 2026 at 8:32 pmAnd what tech leaders must do right now
- The Music Innovator Who Lived in a Friend's Basement
by Ted Gioia on November 4, 2026 at 7:06 pmBut anticipated the rise of techno, disco, rap, and fusion before they even had names
- My 10 Rules for Public Speaking
by Ted Gioia on October 31, 2026 at 7:41 pmIn this article from the archive, I share my best tips for oratorical success
- Is the Music Business Collapsing?
by Ted Gioia on October 27, 2026 at 8:00 pmThe major labels made seven big mistakes—and are now paying the price