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
- 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 value
by Rande Price, Research VP – DCN on October 26, 2026 at 7:29 amVideo 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.
- DCN’s media industry must reads: week of October 22, 2026by Michelle Manafy, Editorial Director – DCN on October 22, 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 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.
Adweek Feed Breaking News in Advertising, Media and Technology
- 3 Mistakes Healthcare Brands Make When Marketing to Women
by Andrea Michelson on October 28, 2026 at 4:58 pmDespite increased investments in femtech and women's health marketing, women still feel dismissed and discouraged when navigating healthcare environments.
- Friday, Oct. 23 Daily Cable News Ratings: Gutfeld! Tops Primetime Demoby mmwachiro on October 28, 2026 at 4:52 pm
CNN was in first place at 9 p.m. ET in the demo.
- Comcast Advertising Reveals Insights Amid Record-Breaking Midterm Political Ad Spendby mmwachiro on October 28, 2026 at 3:36 pm
A consequential election has led to an influx of political advertising, with Comcast noting the importance of reaching the right audiences.
- Consumers Aren’t Ready to Let AI Do Their Holiday Shopping Yetby Mitchell Parton on October 28, 2026 at 3:19 pm
Few consumers trust agents to purchase on their behalf, surveys suggest
- AI Won’t Replace Creatives, But It Can Multiply Their Output
by Delaney Strittmatter on October 28, 2026 at 2:46 pmAt The Clubhouse at Brandweek 2026, OpenArt hosted three workshops on AI-powered campaigns.
- 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.
- Big NFL Benefits For Streamers? Much More Is Neededon October 28, 2026 at 12:00 pm
The NFL is a huge draw, with overall sign-ups across the services up 11.2% in September vs. the previous March-August period.
- 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?