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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*
* 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
- Flip it: why vertical video matters to media businesses
by Michelle Manafy, Editorial Director – DCN on August 13, 2026 at 11:34 amFor as long as vertically-oriented video has been popular on smartphones, media businesses have been testing their potential. The format has proven to be popular for communication, entertainment, and increasingly... The post Flip it: why vertical video matters to media businesses appeared first on Digital Content Next.
- DCN’s media industry must reads: week of August 13, 2026
by Michelle Manafy, Editorial Director – DCN on August 13, 2026 at 11:22 amHere 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 August 13, 2026 appeared first on Digital Content Next.
- Spending climbs but consumers shift subscriptions toward valueby Michelle Manafy, Editorial Director – DCN on August 10, 2026 at 2:07 pm
DCN’s Q2 2026 Digital Subscription Tracking Report shows that the U.S. digital subscription marketplace continues to evolve as consumers actively manage their subscription portfolios rather than simply adding more services.... The post Spending climbs but consumers shift subscriptions toward value appeared first on Digital Content Next.
- Advertising’s year of the better betby Michelle Manafy, Editorial Director – DCN on August 10, 2026 at 11:22 am
The biggest move in the market this past year wasn’t a bigger budget, it was a better bet. And for the platforms and publishers competing for that budget, understanding where... The post Advertising’s year of the better bet appeared first on Digital Content Next.
- A framework for turning audience data into action
by Michelle Manafy, Editorial Director – DCN on August 6, 2026 at 11:33 amNews organizations collect enormous amounts of audience intelligence, but they often lack a consistent way to translate that evidence into coordinated organizational action. Every day, audience, product, marketing and revenue... The post A framework for turning audience data into action appeared first on Digital Content Next.
Adweek Feed Breaking News in Advertising, Media and Technology
- Nielsen’s DoubleVerify Deal Isn’t About AI Adoption: It’s About Controlling What the Models Measureby Tekendra Parmar on August 14, 2026 at 2:33 pm
The deals shows capital is rotating out of the application layer and into the signal layer.
- 13 Marketer Moves to Know About In August: Bobbie, Papa Johns, Twitch, and Moreby Rebecca Stewart on August 14, 2026 at 10:24 am
CMO hires, promotions, and exits from the first two weeks of the month
- The Journey Is the Destination: Reinventing Travel Marketingby Eva Kis on August 14, 2026 at 9:37 am
Why values-driven travel is reshaping destination marketing.
- This Back-to-School Season, Denim Brands Hedge Their Bets Across Gen Z Subculturesby Brittaney Kiefer on August 14, 2026 at 8:24 am
In a busy period for denim retailers, marketers are expanding casts of ambassadors to reach fragmented young consumers.
- Ads of the Week: 12 Campaigns That Caught Our Eye, From Gap to Marc Jacobsby Matt Barker on August 14, 2026 at 6:00 am
Foot Locker, Heinz, Liquid Death, Marc Jacobs, and more are behind the week’s most notable ads.
- In Its 18th Season, It Is Still 'Sunny in Philadelphia'on August 14, 2026 at 1:48 pm
Everyone in the cast of "It's Always Sunny in Philadelphia" has aged 21 years since the show premiered in 2005, but their characters, along with the show, remain the same.
- NFL 'Reach' - Having Broadcast Networks Is PR Keyon August 14, 2026 at 1:46 pm
"The NFL values a few things more than most. One of them is reach," says David Berson, president of CBS Sports. "That means an awful lot to them." The next round of contracts could see a still significant 50% hike.
- Streaming Video Ad Spend Hits $586M Since Januaryon August 14, 2026 at 1:12 pm
Streaming video platforms had $280 million in national TV ad spend and $302.6 million in 'media value' from ad placement on TV networks from January 12-August 12.
- Linear TV Resilience Frustrates Digital Ad Platformson August 13, 2026 at 9:30 pm
If you are an independent digital ad buying platform hoping to capture revenue growth from the burgeoning CTV ad market, you have a problem.
- A Paramount-WBD Deal Could Include CNN Saleon August 13, 2026 at 4:32 pm
The company is considering all options - including selling off CNN to make the lawsuit go away, said Makan Delrahim, Paramount Skydance chief legal officer, during a Politico event. This came in response to a question: "If the price of getting this done were to dump CNN, would that be worth it?"
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- What Are You Favorite New Movies, Music, Books, and TV Series?
by Ted Gioia on August 14, 2026 at 5:15 pmI'm seeking recommendations from the brain trust (that means you)
- Reese Witherspoon and Me
by Ted Gioia on August 12, 2026 at 7:17 pmWill I join her on the red carpet some day?
- Great New Music I'm Recommending Right Now
by Ted Gioia on August 10, 2026 at 6:45 pmTen recent albums of outstanding merit
- Is a Multibillion-Dollar Company Smarter than a 6th Grader?
by Ted Gioia on August 6, 2026 at 10:26 pmAnd other dispatches from the culture wars
- How to Lose $35 Billion with Philosophy
by Ted Gioia on August 4, 2026 at 7:17 pmWe've come a long way from Plato and Aristotle