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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
- Before and after the paywall: build an audience you own
by Michael D. Silberman, SVP Strategy—Piano on November 4, 2026 at 12:22 pmPublishers can no longer count on platforms for traffic. Search traffic to publisher sites fell 36% in 2025, according to Piano’s benchmark data. Social can vanish even faster: when Meta... The post Before and after the paywall: build an audience you own appeared first on Digital Content Next.
- Agentic buying shouldn’t repeat the Ad Tech Taxby Andy Sharkey, VP of Product – Optable on November 2, 2026 at 12:29 pm
In 2020, DCN reported on a study that put a number on what many publishers had long suspected. ISBA and PwC traced programmatic spend from advertiser to publisher and found... The post Agentic buying shouldn’t repeat the Ad Tech Tax appeared first on Digital Content Next.
- What Substack reveals about platforms and audience loyaltyby Rande Price, Research VP – DCN on November 2, 2026 at 12:26 pm
Unlike search and social platforms, Substack enables writers to build direct subscriber relationships through its publishing and email infrastructure. But its evolution also raises a broader question for publishers building... The post What Substack reveals about platforms and audience loyalty appeared first on Digital Content Next.
- The apple tree strategy for smarter customer acquisitionby Richard E. Brown, Media Revenue Consultant on October 29, 2026 at 11:41 am
Early in my career, after presenting a product launch plan that emphasized the total addressable market to our board and leadership team, my CFO, who had become a mentor, stopped... The post The apple tree strategy for smarter customer acquisition appeared first on Digital Content Next.
- DCN’s media industry must reads: week of October 29, 2026by Michelle Manafy, Editorial Director – DCN on October 29, 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 29, 2026 appeared first on Digital Content Next.
Adweek Feed Breaking News in Advertising, Media and Technology
- ADWEEK Tech Advantage: Brands Are Showing Up in ChatGPT. Proving It Pays Is Harder.by Trishla Ostwal on November 5, 2026 at 6:00 am
Marketers have figured out how to get into AI answers. Tying that to sales is the hard part.
- Gallery: Inside Gold Diwali, a Historic Celebration by Gold Houseby Eva Kis on November 5, 2026 at 6:00 am
The stars came out for the Festival of Lights to celebrate the new tentpole event for the Asian Pacific cultural powerhouse.
- Why One Agency Traded Billable Hours for a Stake in a DTC Steak Brandby Chris Cicchiello on November 5, 2026 at 5:00 am
ImaginaryFriend’s 6% equity stake in David “Papi” Einhorn’s brand reflects how agency business models are evolving
- Anthropic Strikes Its First Licensing Deal, With the AP, for Election Coverageby Mark Stenberg on November 4, 2026 at 7:00 pm
The arrangement marks the first time the artificial intelligence firm has paid a digital news publisher to license its content.
- Brandweek 2026: Can Too Much Attribution Make Marketing Worse? ft. Amanda Tederby Eva Kis on November 4, 2026 at 6:05 pm
Why you should stop treating lead generation like the finish line.
- TV Veteran Latour To Head Meta Branding Strategyon November 4, 2026 at 9:40 pm
Latour will run Meta's social media and content teams within the company's communications and public affairs division, reporting to division head Tucker Bounds.
- Sony Can't Dodge Privacy Suit Over Smart TVson November 4, 2026 at 6:13 pm
The allegations against Sony, if proven true, could establish that the company violated California's constitution, a federal judge ruled.
- Big 3 Cable Nets' Ad Spend Surges 47%, Driven By Political Newson November 4, 2026 at 5:14 pm
Total national TV ad spend from Oct. 5 - Nov. 3 was $156 million vs. $106 million in the previous 30-day period.
- Versant Makes Money Right Now - That's The Hard Parton November 4, 2026 at 2:00 pm
Versant revenue will land between $6.2 billion and $6.45 billion, according to the company's guidance. It has considerable cash flow, at $302 million.
- When Is It OK To Stop Giving A Damn About The News?on November 4, 2026 at 12:00 pm
This entire election season was a disgrace that has me wanting to swear off TV forever.