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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
- 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 more
by Rich Murphy, CEO, President and Managing Director – Alliance for Audited Media on November 9, 2026 at 2:27 pmFor 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.
- 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.
Adweek Feed Breaking News in Advertising, Media and Technology
- Commerce Media’s Consolidation Era Is Hereby Lauren Johnson on November 10, 2026 at 2:07 pm
2027 will be shaped by big moves from DoorDash, Delta, and McDonald's.
- Skydance to Embrace Bundling Across Business Functionsby mmwachiro on November 10, 2026 at 1:25 pm
The company has started more than 20 what it calls “workstreams” to identify areas of possible cuts.
- Omnicom Makes Tom Schwenger CEO of Omnicom Health Marketingby Tekendra Parmar on November 10, 2026 at 1:10 pm
The former Veeva Systems president replaces Dana Maiman as Omnicom Health absorbs IPG’s healthcare agencies.
- OpenAI Gives Brands Some Data About How They Appear in ChatGPTby Mitchell Parton on November 10, 2026 at 1:00 pm
A new tool competes with the sprawling industry of GEO specialists.
- The 3 Paths to Being a Better Marketer That Have Nothing to Do with Marketing.by Tekendra Parmar on November 10, 2026 at 12:50 pm
Only 6% of executives say academic pedigree makes a great chief marketing officer. New NewtonX and Adweek research finds the strongest candidates bring something else: experience in operations, entrepreneurship and data.
- 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.
- 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,' Other Screenson 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.
- Fox's 'Neutral' Roku Stance Steps To A New Danceon November 10, 2026 at 2:00 pm
On Nov. 6, the DOJ gave the deal a go-ahead, stating that it was "not likely to result in harm to competition" - especially when it comes to free, ad-supported streaming.
- Skydance Q3 Advertising Slips 3%on November 10, 2026 at 1:24 pm
The company announced that two big premium streaming services - Paramount+ and WBD's HBO Max - will be bundled together starting in 2027.
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- Why Don’t Artists Join Together in Co-Op Platforms?
by Ted Gioia on November 9, 2026 at 6:49 pmMost of the money in the creative economy goes to corporations and intermediaries. It doesn’t need to work that way.
- 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