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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
- Research casts doubt on AI search value for sites and searchers
by Rande Price, Research VP – DCN on September 15, 2026 at 4:26 pmGoogle has repeatedly argued that AI Overviews improve search, deliver higher-quality traffic to publishers, and create more opportunities for websites to be discovered and clicked. New independent research challenges all... The post Research casts doubt on AI search value for sites and searchers appeared first on Digital Content Next.
- AI’s promise does not justify using any means to build it
by Jason Kint, CEO – DCN on September 8, 2026 at 7:06 pmThe ends can’t justify the means. This was my major takeaway in reading the Summary Judgement cross-motions filed Friday in rapid fire order by the defendant Big AI companies (OpenAI... The post AI’s promise does not justify using any means to build it appeared first on Digital Content Next.
- DCN’s media industry must reads: week of September 3, 2026by Michelle Manafy, Editorial Director – DCN on September 3, 2026 at 11:29 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 September 3, 2026 appeared first on Digital Content Next.
- Six big publishing lessons from a small media market
by Damian Radcliffe, Carolyn S. Chambers Professor in Journalism – University of Oregon on September 3, 2026 at 11:24 amNew Zealand is a long way from the United States, and much of the rest of the world, both geographically and in terms of the scale of its media market.... The post Six big publishing lessons from a small media market appeared first on Digital Content Next.
- 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.
Adweek Feed Breaking News in Advertising, Media and Technology
- JCPenney’s ‘Other September Issue’ Stars Real Teachers, Not Modelsby Brittaney Kiefer on September 16, 2026 at 12:01 am
JCPenney is marking September fashion with "The Other September Issue," featuring real teachers as models.
- Anthropic’s Dario Amodei and Nvidia’s Jensen Huang Take Their AI Safety Fight to Dreamforceby Trishla Ostwal on September 15, 2026 at 4:14 pm
Two of AI's most influential executives are on opposite sides of a debate.
- Patrick Dempsey Is the New Face of Guardant Health’s ‘The Reckoning’ Campaign
by Andrea Michelson on September 15, 2026 at 3:52 pmIn a new campaign for Guardant’s Shield™, the first FDA-approved blood test for primary colorectal cancer screening, Dempsey urges people to get tested.
- EXCLUSIVE: Accredited Debt Relief Appoints TCA as First-Ever Media AOR as American Household Debt Reaches Record Highby Chris Cicchiello on September 15, 2026 at 2:54 pm
A new ad with former Pittsburgh Steelers coach Bill Cowher encourages Americans to seek out debt-relief services
- How Brands Can Win Attention in a Fragmented World with Papa John’s and Caratby Eva Kis on September 15, 2026 at 2:06 pm
Michael Law and Shivram Vaideeswaran on the ingredients to combine for staying relevant.
- Hearst Battles App User Over Video Privacy Lawon September 15, 2026 at 10:18 pm
Counsel for a man who downloaded Hearst's WMUR app this week urged an appellate panel to revive a lawsuit claiming that Hearst violated the Video Privacy Protection Act by sharing identifiable information about his video viewing history with Google and the engagement platform Braze.
- Prime Video Scores 5-Streamer Bundleon September 15, 2026 at 6:02 pm
The package consists of Prime Video and niche streaming platforms - AMC+, BritBox, MGM+, PBS Masterpiece and Starz - for $29.99 a month, offering a savings of nearly 39% vs. subscribing to each service individually.
- Still Old School? TV Ad Measures, Digital Clicks, What Comes Nexton September 15, 2026 at 1:23 pm
Ads with the most clicks perform the worst in ROAS, according to video creator ad platform Billo, vs. ads with the least clicks. What does this mean for traditional TV advertising?
- '60 Minutes' Comes Back Unchanged In Weiss Eraon September 15, 2026 at 12:00 pm
Expectations that "60 Minutes" would be unrecognizable in its season premiere were not met as the old warhorse news show returned for its 59th season.
- Maryland Seeks To Reinstate Digital Ad Taxon September 14, 2026 at 9:04 pm
Maryland late last week appealed an agency ruling that struck down a 2021 law imposing taxes on digital ad sales.
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- How a Healthy Society Falls Apart
by Ted Gioia on September 12, 2026 at 5:26 pmStefan Zweig's account is almost too strange to believe—but forces us to ask if it could happen again
- The Last 24 Hours Are the Opening Scene in a Horror Movie
by Ted Gioia on September 9, 2026 at 7:45 pmEight different insiders have issued warnings—and you need to hear them out
- Amazon is Polluted
by Ted Gioia on September 6, 2026 at 7:19 pmAnd I'm not talking about a river in South America
- YouTube Videos I’m Recommending Right Now
by Ted Gioia on September 4, 2026 at 8:18 pmHere’s a big batch of 14 recent videos. These are keepers.
- 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