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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*
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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
- Week of Nov. 2 Morning News Ratings: Today Wins with Nearly 3 Million Viewersby mmwachiro on November 12, 2026 at 4:24 pm
Today also registered gains in the advertiser-coveted demo.
- Week of Nov 2 Evening News Ratings: Election News Lifts Newscastsby mmwachiro on November 12, 2026 at 3:26 pm
ABC News’ World News Tonight was the most-watched broadcast of the week.
- British Airways Parent IAG Bets Big on Advertisingby Mitchell Parton on November 12, 2026 at 2:30 pm
The new media network promises a unified approach and deeper audience targeting.
- OpenAI Borrows Google’s Playbook and Crashes the GEO Partyby Kendra Barnett on November 12, 2026 at 1:17 pm
With its new Business Hub, OpenAI becomes both the referee and the scorekeeper for brands’ visibility in ChatGPT. Plus, Jensen Huang’s scandal, Meta Muse’s surge in agentic traffic, and a slate of CEO exits.
- Shopify Celebrates the Power of an Idea in First Mother LA Campaignby Rebecca Stewart on November 12, 2026 at 12:00 pm
Shopify shows its AI assistant, Sidekick, in a supporting role as it targets would-be entrepreneurs
- Doctors Have Medical Degrees, Health Influencers Have Discount Codeson November 12, 2026 at 8:51 pm
Most health and wellness influencers promote a product or service, while the most promotional influencers account for nearly half of all recommendation posts.
- Turn Off, Tune Out, Drop Offon November 12, 2026 at 5:09 pm
With apologies to Timothy Leary, I couldn't resist paraphrasing his counterculture mantra to characterize what happened to Fox News' regular viewers during the run-up to the midterms. Well, at least two-fifths of them.
- As Streaming Prices Rise, Is Free Ad-Supported TV The Answer?on November 12, 2026 at 2:00 pm
Premium streaming services keep raising prices while free, ad-supported basic streaming platforms - Tubi, Pluto TV and Roku Channel - continue to soar in viewing.
- Viewers Want One Universal Guide For Streaming, Study Findson November 12, 2026 at 2:00 pm
More than half of respondents in a new Nielsen Gracenote study say they are very or somewhat likely to cancel a service if they can't find content that interests them - up from 48.5% a year ago.
- Just Say No To Sick TV Violenceon November 12, 2026 at 1:00 pm
Once upon a time, you had to be a soldier in war to witness the kind of carnage that has been routine on TV for two or three decades.