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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
- A new sports playbook can help media companies win ad dollars
by Karisa Schroeder, Director of Product Marketing – MediaRadar on November 11, 2026 at 12:24 pmSports 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.
- 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, 2026by Michelle Manafy, Editorial Director – DCN on November 5, 2026 at 12:26 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 5, 2026 appeared first on Digital Content Next.
Adweek Feed Breaking News in Advertising, Media and Technology
- ADWEEK Brand Advantage: Prediction Markets Grabbed Midterm Attention. Super Bowl Is Their Next Testby Rebecca Stewart on November 11, 2026 at 6:00 am
Polymarket, Kalshi and Novig face legal fights and NFL restrictions that limit where their ads can run.
- Thursday, Nov. 5 Daily Cable News Ratings: Fox News Takes Primetimeby mmwachiro on November 10, 2026 at 6:05 pm
CNN finished in first place in the Adults 25-54 demo.
- Wednesday, Nov. 4 Daily Cable News Ratings: MS NOW Tops in Primetimeby mmwachiro on November 10, 2026 at 5:56 pm
Fox News' The Five was still the most-watched program of the evening.
- Tuesday, Nov. 3 Daily Cable News Ratings: Fox News Most-Watched on Election Nightby mmwachiro on November 10, 2026 at 5:54 pm
CNN was the clear winner in the Adults 25-54 demo
- X Previews Labels That Tell Users Why Its AI System Flagged Their Postsby Kendra Barnett on November 10, 2026 at 5:18 pm
X’s new safety chief previewed AI moderation labels that explain themselves, pitching wary advertisers on transparency.
- Short-Term Videos Growing Factor Vs. TV, Movieson November 11, 2026 at 5:00 am
The share of the U.S. general population that engaged in movies and short-form videos in a recent three-month period was nearly even with short-form content at a 58% share and movies at 57%, Luminate research found.
- Quince Says David Schwimmer Wants His Sweater Backon November 10, 2026 at 5:54 pm
The 'Friends' star chases down the season's perfect pullover.
- Creator Buys Surge, Measurement Remains Biggest Frictionon November 10, 2026 at 3:03 pm
Creator media spending will surpass linear TV ad spending this year, but planners, buyers and advertisers cite poorly defined measurement and erratic rights and payment terms as holding it back.
- High-Spirited Snooki Embraces The Paranormalon November 10, 2026 at 2:05 pm
The star of 'Jersey Shore' is expanding her wide-ranging interests to the weird, wacky world of paranormal TV.
- Tech Lab Expands CTV SDK To 'Pause,' 'Home,' Screensaver, Overlay Adson November 10, 2026 at 2:00 pm
Advertising on the home screen, pause ads, interactive layouts and platform-level menu ads are at a higher end cost for advertisers. CTV cost per thousand impressions estimates range between $15 and $65.