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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
- More video options raise the stakes for premium publishers
by Rande Price, Research VP – DCN on September 1, 2026 at 11:24 amThe boundaries between TV, streaming and social video continue to blur, putting premium publisher inventory into a much broader competitive mix. Advertisers have more options for where and how they... The post More video options raise the stakes for premium publishers appeared first on Digital Content Next.
- Own the moment: How distinctive live coverage earns attention
by Michelle Manafy, Editorial Director – DCN on August 31, 2026 at 11:26 amMajor events offer an opportunity where publishers can anticipate a surge in audience attention. Elections, severe weather, breaking news, and major sporting or cultural events send readers searching for timely... The post Own the moment: How distinctive live coverage earns attention appeared first on Digital Content Next.
- Forget it. Publishers can’t leave Google. That’s a problemby Jason Kint, CEO – DCN on August 27, 2026 at 11:33 am
Reality bites. And the great debate over whether publishers will opt out of Google Search is not reality. In recent months, I’ve watched everyone from Adweek and NiemanLab to The... The post Forget it. Publishers can’t leave Google. That’s a problem appeared first on Digital Content Next.
- DCN’s media industry must reads: week of August 27, 2026by Michelle Manafy, Editorial Director – DCN on August 27, 2026 at 11:24 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 August 27, 2026 appeared first on Digital Content Next.
- UNESCO data makes the economic case for supporting journalismby Michelle Manafy, Editorial Director – DCN on August 25, 2026 at 11:55 am
Journalism is expensive to produce, yet much of the value it creates is easy to take for granted. News competes for attention with social posts, influencers and an expanding supply... The post UNESCO data makes the economic case for supporting journalism appeared first on Digital Content Next.
Adweek Feed Breaking News in Advertising, Media and Technology
- Retail Media Can Build Brands—Including Ways Other Media Can’tby adweek_edit on September 1, 2026 at 3:02 pm
Not only is retail media capable of brand-building, in the future the smartest advertisers will depend on it.
- Playing the Long Game: CarMax on Turning Fandom Into Brand Loyaltyby Eva Kis on September 1, 2026 at 1:55 pm
CMO Sarah Lane on committing to transparency, investing in women’s sports, and putting fans first.
- Neela Montgomery on How Health Trends Are Changing Consumer Behaviorby Eva Kis on September 1, 2026 at 1:39 pm
Looking beyond the immediate impact to really understand a trend's influence.
- Entries Open for ADWEEK Most Powerful Women in Sports 2027by ADWEEK Staff on September 1, 2026 at 11:54 am
Nominations for ADWEEK’s Most Powerful Women in Sports 2027 are now open. As more viewers—and therefore marketing dollars—are drawn to women’s sports, ADWEEK’s annual Most Powerful Women in Sports list
- Meta’s Push on Rivals May Be PR Genius, If It Doesn’t Overplay Its Handby Kendra Barnett on September 1, 2026 at 11:43 am
Meta is pressuring TikTok and YouTube to adopt restrictive teen-safety protocols it’s being forced to implement, and PR pros say the gambit may just work.
- Retail Media Will Top $200 Billion As Every Pixel Is For Saleon September 1, 2026 at 5:37 pm
More than half of the media budgets in several consumer packaged goods categories are going to retailers that sell advertising.
- Company Uses Wikipedia Views To Measure TV Show Popularityon September 1, 2026 at 4:13 pm
TelevisionStats.com lists Wikipedia as the "foundation" for its "Attention Score" popularity lists that are updated daily.
- Networks Ramp Up New-Season Promoson September 1, 2026 at 3:40 pm
CBS/Paramount+ on-air messaging drove 3.6 billion impressions the last two weeks of August overall, according to iSpot, giving CBS/Paramount+ a commanding 13.6% market share.
- Anchors Away: Local News Shows Drifting Off Courseon September 1, 2026 at 1:00 pm
Think about TV news shows without anchors and other elements viewers are accustomed to. E.W. Scripps is making a dramatic move in this direction.
- Pinterest CFO To Leave As Revenue Growth Expected To Slowon August 31, 2026 at 8:08 pm
Pinterest VP of Finance and Business Operations Vikram Naidu has been named interim CFO. Donnelly's successor will manage Pinterest's key tvScientific and AWS investments.
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- Wendell Berry’s Nine Rules
by Ted Gioia on September 1, 2026 at 4:32 pmI pay tribute to this poet and gadfly, who left us yesterday at age 92, with an article from the archive
- 10 Brutally Honest Predictions on the Future of AI
by Ted Gioia on August 31, 2026 at 7:05 pmForget the hype—here’s what will really happen
- The 3 Bad Types of Humanities Professor
by Ted Gioia on August 28, 2026 at 5:42 pmAnd how to improve cultural education in the current moment
- How Our Leisure Time Got Monetized
by Ted Gioia on August 25, 2026 at 5:30 pmIt wasn’t always like this
- The Best Gospel Music Happening Right Now
by Ted Gioia on August 22, 2026 at 4:53 pmYou don’t need to join the congregation to enjoy these spirited tracks