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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 Toronto Star journalists used AI to hold power to account
by Jessica Patterson – Independent Media Reporter on November 5, 2026 at 12:33 pmLate last year, Toronto Star senior politics reporter David Rider questioned how Ontario mayors were using newly expanded powers to build homes. Answering it meant examining thousands of municipal decisions scattered... The post How Toronto Star journalists used AI to hold power to account appeared first on Digital Content Next.
- DCN’s media industry must reads: week of November 5, 2026
by Michelle Manafy, Editorial Director – DCN on November 5, 2026 at 12:26 pmHere 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 5, 2026 appeared first on Digital Content Next.
- Before and after the paywall: build an audience you ownby Michael D. Silberman, SVP Strategy—Piano on November 4, 2026 at 12:22 pm
Publishers 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.
Adweek Feed Breaking News in Advertising, Media and Technology
- Entries Now Open for the 2027 ADWEEK Marketing Vanguard Awards
by PJ Bernacki on November 6, 2026 at 10:11 amEntries are now open for the 2027 ADWEEK Marketing Vanguard Awards, presented by Brand Finance. The best CMOs exceed not only their board’s expectations, but their customers’. Weaving brand building
- 9 Marketing Moves to Know This Week: McDonald’s, Netflix, and Moreby Rebecca Stewart on November 6, 2026 at 10:01 am
A roundup of this week's biggest marketing leadership moves
- Amazon is Letting Customers Text Its Shopping Assistantby Mitchell Parton on November 6, 2026 at 9:00 am
Amazon is giving customers the ability to text its AI shopping assistant, and serving up ads along the way.
- Ads of the Week: 11 Campaigns That Caught Our Eye, From Calvin Klein to Dunkin’by Matt Barker on November 6, 2026 at 6:00 am
Levi’s, Dunkin’, e.l.f., Calvin Klein, and more are behind the week’s most notable ads.
- Political Campaigns Spent a Near-Record $331 Per Voter, But Waste Forces Rethink
by Jack Neff on November 6, 2026 at 6:00 amThe GOP's spending advantage didn't translate into votes. That could lead to a strategic rethink.
- Volkswagen Returns to SNL With Fey, Dratch Reunionon November 6, 2026 at 1:30 pm
"Tina and Rachel have been making America laugh together for more than two decades and we couldn't think of a better duo to tell this story," VW's Rachael Zaluzec tells "Marketing Daily."
- Cable Nets Will Still Exploit Divisions In Post-Trump Eraon November 6, 2026 at 1:00 pm
The news channels have relied so long on stirring up their audiences that no one can remember when this was not the case.
- As Intense Political Season Ends, What's Next For News?on November 6, 2026 at 1:00 pm
How should TV news producers and execs alter their news coverage in periods of lighter political news advertising? Non-political TV news coverage has its own dynamic.
- Google, Meta, TikTok Sue Over California Law Banning 'Addictive' Featureson November 5, 2026 at 6:09 pm
The new law represents California's "latest and most extreme effort to restrict protected editorial judgments and publishing decisions," Google argues.
- Republicans Outspent Dems: Outcomes, ROIs? Not So Muchon November 5, 2026 at 5:33 pm
In terms of pure TV marketing 'business outcomes,' Republican political ad spend did not get much of a positive return on investment this election season.
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- 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
- 42 Milestones in the History of Conversation
by Ted Gioia on October 25, 2026 at 8:04 pmFrom the Burning Bush to ChatGPT