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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*
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Digital Content Next Official Website
- The apple tree strategy for smarter customer acquisition
by Richard E. Brown, Media Revenue Consultant on October 29, 2026 at 11:41 amEarly in my career, after presenting a product launch plan that emphasized the total addressable market to our board and leadership team, my CFO, who had become a mentor, stopped... The post The apple tree strategy for smarter customer acquisition appeared first on Digital Content Next.
- DCN’s media industry must reads: week of October 29, 2026by Michelle Manafy, Editorial Director – DCN on October 29, 2026 at 11:26 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 October 29, 2026 appeared first on Digital Content Next.
- Why publishers need to look beyond traffic and pageviews
by Sharon Profis, SVP Audience Strategy – Raptive on October 26, 2026 at 11:26 amPublishers have long known that the best strategy for traffic growth is simple: focus on what you can control. But lately, with “Google Zero” cannibalizing clicks and search behavior shifting... The post Why publishers need to look beyond traffic and pageviews appeared first on Digital Content Next.
- How publishers turn video reach into business valueby Rande Price, Research VP – DCN on October 26, 2026 at 7:29 am
Video can certainly expand a publisher’s reach. However, its strategic value depends on what develops from that exposure: repeat demand for its journalism, a stronger subscription product, or profitable advertiser... The post How publishers turn video reach into business value appeared first on Digital Content Next.
- 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.
Adweek Feed Breaking News in Advertising, Media and Technology
- Cindy Rose on Why She’s ‘Not Claiming Victory Yet’ and How AI Agents Could Boost Marginsby Alison Weissbrot on October 29, 2026 at 7:00 am
One year in, the CEO says her strategy is on track. Here’s what has changed and what still needs to be done.
- Best Buy’s Signature Yellow Tag Is the Star of New Holiday Campaignby Mitchell Parton on October 29, 2026 at 7:00 am
Best Buy's signature tag and blue-and-yellow color scheme are the focal point of its holiday ad campaign.
- WPP Shows Signs of Stabilization as Q3 Revenue Decline Easesby Rebecca Stewart on October 29, 2026 at 6:38 am
WPP’s turnaround is showing signs of life, nine months into CEO Cindy Rose’s two-year strategic plan. The Numbers −2.1% – Year-over-year, like-for-like decline in revenue less pass-through costs in Q3
- Amid Cornell Lawsuit, Take Back The Night Confronts Campus Sexual Assault Nationwide
by Andrea Michelson on October 29, 2026 at 6:00 amThe campaign takes the format of college admissions ads with a sobering twist: campus sexual assault statistics.
- Google Stock Sinks as AI Mode Pressures Search Ad Growthby Kendra Barnett on October 28, 2026 at 7:36 pm
Google is pushing more ads into AI Mode and AI Overviews and weighing options for integrating ads in agentic experiences.
- Google Ad Growth Slows, Missing Wall Street Estimateson October 28, 2026 at 9:42 pm
Google's ad revenue fell short of analyst expectations after its parent company Alphabet reported $127.6 billion in sales during the Q3 earnings call.
- Consumers Are Watching Everything Everywhere While Advertisers Pay For The Privilegeon October 28, 2026 at 4:57 pm
Fragmented viewing habits, creator loyalty and changing sports fandom are complicating the business of reaching audiences, Nielsen says in a yearly report.
- Fox Projected To Take $275M In World Series Advertising, Maybe Moreon October 28, 2026 at 3:18 pm
Thirty-second spots are estimated to be fetching $550,000 each, according to analysts at Guggenheim Securities, who estimate a seven-game series could generate as much as $373 million in total ad sales.
- Broadcast Leads Ad Exposure At 43.2%, YouTube Tops Streamingon October 28, 2026 at 12:00 pm
In Comscore's 'Score Report,' cable TV follows broadcast for ad exposure time at 34.5%, with streaming at 22.3%. Fox Corp. has highest share of ad exposure among ownership of platforms at 10.5%.
- Son Of A Beach! Why On Earth Is 'Baywatch' Coming Back?on October 28, 2026 at 12:00 pm
The success of this new "Baywatch" will depend, at least in part, on how people feel about the old one, which ceased making new episodes in 2001.
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- 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
- 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?