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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
- 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.
- Media’s shifting profits raise questions about future growth
by Rande Price, Research VP – DCN on October 19, 2026 at 2:23 pmMedia companies face a difficult growth equation. Expanding content and audience reach does not necessarily translate into stronger financial returns, particularly when consumers have little additional attention to give and... The post Media’s shifting profits raise questions about future growth appeared first on Digital Content Next.
Adweek Feed Breaking News in Advertising, Media and Technology
- Week of Oct. 12 Cable News Ratings: All Networks Had Gainsby mmwachiro on October 23, 2026 at 5:01 pm
Fox News was the most-watched news network.
- Ticker: Christiane Amanpour to Exit From CNN in 2027by mmwachiro on October 23, 2026 at 4:31 pm
CNN is also losing Bianna Golodryga, who is set to join Politico and CBS News.
- Omnicom’s $900M Cost Cutting Drive Continues in Q3 as Revenues Stay Flatby Chris Cicchiello on October 23, 2026 at 4:08 pm
Holdco's revenues remain flat despite major client wins
- Week of Oct. 12 Evening News Ratings: NBC Nightly News Up in Both Measurementsby mmwachiro on October 23, 2026 at 3:49 pm
It was a big week for NBC Nightly News with Tom Llamas, but World News Tonight is still tops in viewers.
- How Amazon Made a Stronger Partnership Play in Thursday Night Football in Year 5by Bill Bradley on October 23, 2026 at 3:26 pm
Prime Video's Thursday Night Football advertisers are up 6% year over year.
- DC's 'Clayface' Tops Weekend Box Office With $24M Debuton October 26, 2026 at 1:47 am
Warner Bros.' "Clayface" took in $24 million, a steady domestic box-office revenue result, according to IMDb's Box Office Mojo.
- Hispanic Consumers Control Billions, But Reaching Them Takes More Than Translationon October 23, 2026 at 2:36 pm
For advertisers still treating Hispanics as a niche audience, the latest research suggests it's possible to ignore a lucrative market.
- Netflix Ad Subs Rise, Time Spent Does Noton October 23, 2026 at 1:12 pm
Nearly half (47%) of Netflix subcribers now use "Standard with Ads" vs. a third who choose "Standard" and a fifth who use "Premium," according to data released by measurement firm Digital i.
- NFL Games Go Longer: Better For Brands, Networks?on October 23, 2026 at 1:00 pm
The NFL has been making nonstop efforts to expand, with international games and more seasonal games per team. But it doesn't end there.
- 'Simpsons' Annual Halloween Show Is 'Treehouse' Of Hilarityon October 23, 2026 at 12:00 pm
A backyard shed that spits out husbands, the transformation of a boy into a dog, and a hellish DMV are the subjects of "Treehouse of Horror XXXVII."
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- 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?
- Don’t Trust People Who Talk Like This
by Ted Gioia on October 14, 2026 at 3:17 amThe beginning of wisdom is calling things by their right names.