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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
- Beyond pageviews: The modern media metrics that matter most
by Sarah Ebner – Media Consultant on August 20, 2026 at 11:38 amMedia success used to be all about traffic, unique users and clicks. Now the focus for any sustainable business must be on relationships, loyalty and habit. These new targets require... The post Beyond pageviews: The modern media metrics that matter most appeared first on Digital Content Next.
- DCN’s media industry must reads: week of August 20, 2026by Michelle Manafy, Editorial Director – DCN on August 20, 2026 at 11:22 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 August 20, 2026 appeared first on Digital Content Next.
- Why comment volume tells only part of the audience storyby Michelle Manafy, Editorial Director – DCN on August 18, 2026 at 11:23 am
A busy comment section can look like proof that a story connected with readers. But new research complicates that picture: data-rich stories tend to draw fewer commenters, while the people... The post Why comment volume tells only part of the audience story appeared first on Digital Content Next.
- The newsroom strategy behind live coverage that convertsby Michelle Manafy, Editorial Director – DCN on August 17, 2026 at 11:23 am
Access to breaking news is everywhere. Audiences can follow major events in real time through countless broadcast and digital sources. For publishers, the challenge is no longer simply reporting what... The post The newsroom strategy behind live coverage that converts appeared first on Digital Content Next.
- Flip it: why vertical video matters to media businesses
by Michelle Manafy, Editorial Director – DCN on August 13, 2026 at 11:34 amFor as long as vertically-oriented video has been popular on smartphones, media businesses have been testing their potential. The format has proven to be popular for communication, entertainment, and increasingly... The post Flip it: why vertical video matters to media businesses appeared first on Digital Content Next.
Adweek Feed Breaking News in Advertising, Media and Technology
- Brandweek Returns to Atlanta With Starbucks, Crocs, Mattel, Coca-Cola, and Moreby Brittaney Kiefer on August 21, 2026 at 9:41 am
ADWEEK’s Brandweek will bring together industry leaders to unpack the forces reshaping marketing today.
- 5 Marketer Moves to Know This Week: Klarna, Microsoft, and Gapby Rebecca Stewart on August 21, 2026 at 9:34 am
A roundup of this week's biggest marketing leadership moves
- Neutrogena Responds to Hayden Panettiere Backlash: ‘This Isn’t Who We Want to Be’by Rebecca Stewart on August 21, 2026 at 6:32 am
Brand admits it made the late actress feel 'unsupported' after terminating her contract following her public comments about postpartum depression.
- Ads of the Week: 12 Campaigns That Caught Our Eye, From Dunkin’ to Verizonby Matt Barker on August 21, 2026 at 6:00 am
Dunkin’, Coca-Cola, JCPenney, Disney, and more are behind the week’s most notable ads.
- Retail Roundup: 8 Commerce Moves From Target, Citi, Klarna, and Moreby Alison Weissbrot on August 21, 2026 at 6:00 am
Citi expands into commerce media, the ANA flags retail media’s biggest roadblocks, and agencies deepen their bets on Amazon and TikTok
- Charter/Cox Merger: More Pressure On Already Hard-Pressed Local TV?on August 21, 2026 at 2:29 pm
"Cable operators are no longer reliable engines of indefinitely expanding retransmission revenue," says Tim Hanlon, founder/CEO of media consulting firm, Vertere Group.
- DASH-Enhanced Nielsen Drives Reset On TV Viewing Pictureon August 20, 2026 at 8:32 pm
Among the non-intuitive insights about U.S. TV viewing brought to light: Only 30% of U.S. households are "streaming TV only."
- 60-Plus Conan Is A Spry Guy In Travel Show's New Seasonon August 20, 2026 at 8:21 pm
Conan O'Brien demonstrates he's an active senior as he travels to four more distant locations in the third season of his far-flung travel show, "Conan O'Brien Must Go."
- We'll Fight For Your Brand: WWE Records $160M In Brand Sponsorshipson August 20, 2026 at 5:49 pm
A SponsorUnited report also shows 67.3% of WWE's brand partners (35) in 2025 as new brands added to the sport versus the year before.
- Avid Fans Of Women's Sports Watching More Televised Gameson August 20, 2026 at 3:52 pm
The largest viewing gain came with the WNBA, up 54% to 3.8 billion minutes viewed. And the number of overall women's sports telecasts shot up 230% to 3,363 in 2025.
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- Stanford's Secret Course on How to Rule the World
by Ted Gioia on August 19, 2026 at 5:36 pmAnd its link to the scandal surrounding Bill Gates’s daughter
- How to Make a Marriage Proposal
by Ted Gioia on August 17, 2026 at 3:03 pmAt least here's how I did it
- What Are Your Favorite New Movies, Music, Books, and TV Series?
by Ted Gioia on August 14, 2026 at 5:15 pmI'm seeking recommendations from the brain trust (that means you)
- Reese Witherspoon and Me
by Ted Gioia on August 12, 2026 at 7:17 pmWill I join her on the red carpet some day?
- Great New Music I'm Recommending Right Now
by Ted Gioia on August 10, 2026 at 6:45 pmTen recent albums of outstanding merit