Struggling with Technology?
We’ve been delivering technology as a service for over 25 years. We offer personalized service to small business, non-profits and public institutions.
What We Do
Initial consultations are always free.
We specialize in technology architecture, project development and training. Don’t sweat the tech.
~ Reach out today.
Solve. Secure. Evolve.
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 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.
- DCN’s media industry must reads: week of October 22, 2026
by Michelle Manafy, Editorial Director – DCN on October 22, 2026 at 11:24 amHere 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 22, 2026 appeared first on Digital Content Next.
- Publishers are diversifying reach, but are they reducing risk?by Julie Jochims – Media Industry Analyst, Arc XP at The Washington Post on October 20, 2026 at 11:24 am
Every publisher strategy deck now has a slide on diversification, and the reasoning is sound. Google referrals are shrinking, so publishers are building audiences elsewhere. But much of that diversification... The post Publishers are diversifying reach, but are they reducing risk? appeared first on Digital Content Next.
- Media’s shifting profits raise questions about future growth
by Rande Price, Research VP – DCN on October 19, 2026 at 2:23 pmMedia companies face a difficult growth equation. Expanding content and audience reach does not necessarily translate into stronger financial returns, particularly when consumers have little additional attention to give and... The post Media’s shifting profits raise questions about future growth appeared first on Digital Content Next.
- News podcasts offer a surprising path to rebuilding trust
by Theresa Cramer, Founder – Quiet Corner Communications on October 15, 2026 at 11:32 amPublishers are accustomed to hearing bad news about trust in journalism. But Gallup’s latest findings offer a glimmer of improvement: 33% of Americans now express confidence in the news media,... The post News podcasts offer a surprising path to rebuilding trust appeared first on Digital Content Next.
Adweek Feed Breaking News in Advertising, Media and Technology
- Omnicom Nabs Coca-Cola’s North America Media Account While WPP Retains Globallyby Chris Cicchiello on October 22, 2026 at 5:08 pm
The beverage giant hosted two separate pitches after Publicis resigned its North America media business for PepsiCo.
- Why Reach Beats Creative: Angela Voss and Dale Harrison on the Marketing Math That Mattersby Eva Kis on October 22, 2026 at 3:06 pm
Reaching more potential buyers, strengthening brand memory, and creating the conditions for sustainable growth.
- How Grocery Chain 99 Ranch Market Is Expanding Amid a Growth in Asian Cuisineby Lauren Johnson on October 22, 2026 at 2:58 pm
A cookbook and new stores honor the brand's heritage while appealing to new customers.
- Dentsu Creative Expands Scope With Diageo Across U.S. Trade and Shopper Marketingby Chris Cicchiello on October 22, 2026 at 2:57 pm
The win expands a joint relationship spanning more 25 years.
- Tuesday, Oct. 20 Daily Cable News Ratings: MS NOW Wins Primetime Demoby mmwachiro on October 22, 2026 at 2:18 pm
The Five was the most-watched program of the day.
- Android TVs Turn 'Off' Hours Into Interactive AI Shopping Portalson October 22, 2026 at 5:33 pm
Advertisers have a reason to keep TVs in ambient mode. A partnership that brings AI-powered commerce to Android TVs will turn the screen into a continuous ad.
- NBCU Q3: Peacock, World Cup Drive Advertising +15%on October 22, 2026 at 3:37 pm
Peacock's ad business was up 23% to $586 million vs. the same period a year ago. Peacock now represents 33% of all NBCU ad sales.
- Common Interest Expands U.S. Footprint, Takes Stake In Agency Mirimaron October 22, 2026 at 2:40 pm
Financials weren't disclosed, but the companies said that the deal provides Common Interest with the option to become the majority owner later. Mirimar founders John and Luke McKelvey, along with other partners, will receive equity in Common Interest.
- Creators Take Over Marketing, Giving AI Another Reason To Wipe Out Humanityon October 22, 2026 at 2:00 pm
Almost all brands now operate creator marketing programs with an always-on component, while more than half work with at least 100 creators.
- Netflix Is Suffering The Consequences Of The Firstbornon October 22, 2026 at 12:00 pm
Like other companies that created brand new business categories and then had them all to themselves before the onset of competition, Netflix is no longer the only game in town.
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- 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?
- Don’t Trust People Who Talk Like This
by Ted Gioia on October 14, 2026 at 3:17 amThe beginning of wisdom is calling things by their right names.
- People Are Rejecting Screens—and Returning to Communal Events
by Ted Gioia on October 10, 2026 at 6:06 pmThe inmates are breaking out of digital prison