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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 AI problem nobody in publishing wants to own
by Ramy Nassar, Futurist and Author – The World After AI on October 8, 2026 at 11:36 amIn 1982, General Motors closed its assembly plant in Fremont, California. The workforce there had a reputation that the man who ran the UAW’s western region later called “well earned”:... The post The AI problem nobody in publishing wants to own appeared first on Digital Content Next.
- DCN’s media industry must reads: week of October 8, 2026by Michelle Manafy, Editorial Director – DCN on October 8, 2026 at 11:23 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 8, 2026 appeared first on Digital Content Next.
- How media brands can compete as AI floods the content marketby Rande Price, Research VP – DCN on October 6, 2026 at 11:29 am
Generative AI can reduce production costs and accelerate creative work across the media industry, but those gains will not be evenly distributed. Smaller creators and studios can expand their output... The post How media brands can compete as AI floods the content market appeared first on Digital Content Next.
- The evidence is clear: AI search is costing publishersby Michelle Manafy, Editorial Director – DCN on October 5, 2026 at 11:34 am
For publishers, it has long seemed obvious that when AI answers a user’s question directly, there is less reason to click through to the source. Over the past year, research... The post The evidence is clear: AI search is costing publishers appeared first on Digital Content Next.
- DCN’s media industry must reads: week of October 1, 2026by Michelle Manafy, Editorial Director – DCN on October 1, 2026 at 12:34 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 October 1, 2026 appeared first on Digital Content Next.
Adweek Feed Breaking News in Advertising, Media and Technology
- McCann’s Tyler Turnbull Named WPP Creative Global CEOby Chris Cicchiello on October 8, 2026 at 5:09 pm
Turnbull is leaving McCann after taking the top position in December 2025
- Jay Askinasi to Lead Skydance Ad Sales, WBD Ad Leaders Exit After Mergerby Bill Bradley on October 8, 2026 at 4:06 pm
Askinasi led ad sales for Paramount Skydance as CRO ahead of the WBD merger.
- Reinventing Retail Icons: Ken Ohashi and Marisa Thalberg on Making Legacy Brands Relevantby Eva Kis on October 8, 2026 at 2:27 pm
How to reposition struggling businesses and finding your way through your customers.
- Starbucks Is Reportedly Eyeing Chipotle, But The Burrito Chain May Be More Than It Can Chewby Robert Klara on October 8, 2026 at 2:21 pm
A deal would reunite Starbucks CEO Brian Niccol with his former company
- Brandweek 2026: The Hard Leadership Calls Behind Chicago Fire FC’s Growth ft. Dan Moriartyby Eva Kis on October 8, 2026 at 2:18 pm
Plus, why marketing is swinging back to art.
- As Studios Pour Billions Into Content, How Will We Watch?on October 8, 2026 at 12:00 pm
Companies like Netflix and Walt Disney still spend around $20 billion on TV and film production per year, with others at least $15 billion. Don't look for this to slow down.
- Emmy Migration To Streaming Is No Loss For Network TVon October 8, 2026 at 12:00 pm
The Primetime Emmy Awards are migrating to Amazon Prime, but is this necessarily a bad thing for legacy networks?
- Disney+ To Air Super Bowl, 'Monday Night Football'on October 8, 2026 at 3:40 am
The Disney-owned platform will air the Super Bowl simulcast with ABC and ESPN on Feb. 14. Fox Television Network and Tubi aired the Super Bowl in 2025..
- Red, White & Notebook: Fox News @ 30...on October 7, 2026 at 7:51 pm
As Fox News enters its thirties, it's worth noting that it's still less than half the age of its average viewer.
- Consumers Master Ad Avoidance, Forcing Brands To Get Creativeon October 7, 2026 at 3:46 pm
An impression and an impression made on a human being aren't necessarily the same thing, an Omnicom Media study suggests.
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- Why Everybody Loves Glen Campbell
by Ted Gioia on October 6, 2026 at 3:12 amIn 1960, a country boy named Glen Campbell showed up in Los Angeles with a guitar, a pompadour hairdo, and a lean, hungry look....
- The AI God Delusion Goes Mainstream
by Ted Gioia on October 2, 2026 at 8:34 pmAnthropic insiders are building a religion around Claude—and view the Pope as a competitor in a battle for souls.
- 17 Observations on Chivalry
by Ted Gioia on September 30, 2026 at 10:16 pmThey say it died long ago with King Arthur. But did it really?
- The Most Dangerous Thing in Culture Right Now is Beauty
by Ted Gioia on September 27, 2026 at 7:14 pmA provocative article from the archive (updated and expanded)
- Spammers Teach Me Six Ugly Truths About AI Writing
by Ted Gioia on September 24, 2026 at 8:39 pmAlso details on the new scam targeted at authors