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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
- The apple tree strategy for smarter customer acquisition
by Richard E. Brown, Media Revenue Consultant on October 29, 2026 at 11:41 amEarly 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.
- Why publishers need to look beyond traffic and pageviews
by Sharon Profis, SVP Audience Strategy – Raptive on October 26, 2026 at 11:26 amPublishers have long known that the best strategy for traffic growth is simple: focus on what you can control. But lately, with “Google Zero” cannibalizing clicks and search behavior shifting... The post Why publishers need to look beyond traffic and pageviews appeared first on Digital Content Next.
- How publishers turn video reach into business valueby Rande Price, Research VP – DCN on October 26, 2026 at 7:29 am
Video can certainly expand a publisher’s reach. However, its strategic value depends on what develops from that exposure: repeat demand for its journalism, a stronger subscription product, or profitable advertiser... The post How publishers turn video reach into business value appeared first on Digital Content Next.
- How The Times and Guardian use live blogs to drive engagement
by Esther Kezia Thorpe – Media Reporter on October 22, 2026 at 11:37 amLive blogs have a valuable part to play in a quality publishing strategy. From engaging and updating subscribers to showcasing other products and getting newcomers up to speed, they are... The post How The Times and Guardian use live blogs to drive engagement appeared first on Digital Content Next.
Adweek Feed Breaking News in Advertising, Media and Technology
- Ticker: Paula Reid Joins MS NOW as Chief White House Reporterby mmwachiro on October 30, 2026 at 8:20 pm
The fight for White House access continues with CNN, MS NOW, and Politico amending their initial lawsuit.
- How Brands Like Wendy’s and Planet Fitness Wove Into the Fabric of Bravo Fan Fest
by Bianca Brutus on October 30, 2026 at 5:18 pmBrands and fans connected over a shared love of the hit networks’ shows in Charleston
- DoorDash Buying Instacart Challenges Uber’s $2 Billion Ad Businessby Mitchell Parton on October 30, 2026 at 4:22 pm
The companies' joint resources would be hard for brands to ignore, ad buyers say.
- How News Networks are Covering the 2026 Midterm Electionsby mmwachiro on October 30, 2026 at 4:21 pm
The various networks are also offering non-linear election night coverage options.
- 13 Recent Marketer Moves to Know: Liquid I.V., MrBeast, NYT, and Moreby Rebecca Stewart on October 30, 2026 at 2:47 pm
A roundup of this week's biggest marketing leadership moves
- CTV Advertisers Are Buying Shows They Can't Even Identifyon October 30, 2026 at 4:16 pm
More viewers, more inventory and more opportunities to advertise alongside God knows what.
- YouTube Pushes More 'Living Room' Premium Imageon October 30, 2026 at 4:11 pm
More than a third of YouTube's ad revenue in Q3 this year is from living-room TV viewing, management says - its fastest-growing segment.
- MS Now, CNN Post Double-Digit Midterm Gains, Fox Declineson October 30, 2026 at 3:46 pm
MS Now was up 30% to 954,000 Nielsen-measured prime-time viewers from Oct. 19-25, with CNN 28% higher to 632,000. Longtime cable TV news leader Fox News Channel remained strongly on top, but fell 23% to 1.75 million compared to the same week period a year ago (Oct. 20-26, 2025).
- September Ad Market Remains Tepid, Expands Just 1.3%on October 30, 2026 at 3:13 pm
Removing the the big tentpole sports months of February, June and July, the U.S. ad market has expanded just 1.7% year-to-date, according to an analysis of data from Guideline.
- Dems Use Trump In Campaign Ads Far More Than GOP: AdImpacton October 30, 2026 at 12:00 pm
In the world of political campaign ads this season, President Trump has switched parties.
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- 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
- 42 Milestones in the History of Conversation
by Ted Gioia on October 25, 2026 at 8:04 pmFrom the Burning Bush to ChatGPT
- Don’t Monetize Me, Bro!
by Ted Gioia on October 22, 2026 at 5:22 pmAnd Ted learns what’s inside his Amazon profile
- 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?