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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
- UNESCO data makes the economic case for supporting journalism
by Michelle Manafy, Editorial Director – DCN on August 25, 2026 at 11:55 amJournalism is expensive to produce, yet much of the value it creates is easy to take for granted. News competes for attention with social posts, influencers and an expanding supply... The post UNESCO data makes the economic case for supporting journalism appeared first on Digital Content Next.
- Should you build your own audience stack in the AI era?by Michelle Manafy, Editorial Director – DCN on August 24, 2026 at 11:23 am
Publishers collect large amounts of valuable audience data and audience platforms have long helped publishers turn those signals into action. Lately, there’s a lot of talk about how AI can... The post Should you build your own audience stack in the AI era? appeared first on Digital Content Next.
- Beyond pageviews: The modern media metrics that matter mostby Sarah Ebner – Media Consultant on August 20, 2026 at 11:38 am
Media success used to be all about traffic, unique users and clicks. Now the focus for any sustainable business must be on relationships, loyalty and habit. These new targets require... The post Beyond pageviews: The modern media metrics that matter most appeared first on Digital Content Next.
- DCN’s media industry must reads: week of August 20, 2026by Michelle Manafy, Editorial Director – DCN on August 20, 2026 at 11:22 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 August 20, 2026 appeared first on Digital Content Next.
- Why comment volume tells only part of the audience storyby Michelle Manafy, Editorial Director – DCN on August 18, 2026 at 11:23 am
A busy comment section can look like proof that a story connected with readers. But new research complicates that picture: data-rich stories tend to draw fewer commenters, while the people... The post Why comment volume tells only part of the audience story appeared first on Digital Content Next.
Adweek Feed Breaking News in Advertising, Media and Technology
- Fantasy Football at 35,000 Feet: How ESPN and United Made a Fantasy Stunt a Realityby Bill Bradley on August 25, 2026 at 9:05 pm
United's Starlink Wi-Fi brings fantasy football to the skies with live ESPN broadcast.
- Rewatch the Late Dolly Parton’s Iconic Ads Over the Decadesby Chris Cicchiello on August 25, 2026 at 5:30 pm
For more than 40 years, Parton lent her personality to everything from Super Bowl spots to local Tennessee infomercials
- 2 Weeks, 4 Brand Apologies. Will Any of Them Make a Difference?by Robert Klara on August 25, 2026 at 5:19 pm
Experts weigh in on whether Neutrogena, Target, Good Good Golf and Callaway can make good with their customers after apologizing for gaffes last week
- EXCLUSIVE: The Trade Desk’s Top Engineering Exec Departs After More Than 12 Yearsby Trishla Ostwal on August 25, 2026 at 4:30 pm
Aravind Chandrasekharan is the latest exec to exit in a year of leadership turnover at the adtech company
- Fans Have More Friends: Heineken’s Formula for Real-Life Connectionby Eva Kis on August 25, 2026 at 1:37 pm
U.S. CMO Alison Payne on how brand leaders can respond to changing consumer behavior without sacrificing positioning.
- U.S. Political Ad Spend Reaches $6.1B To Dateon August 25, 2026 at 2:56 pm
The biggest TV station group to benefit from the spend is Gray Television at $434 million, followed by Nexstar Media Group at $416 million, Fox TV stations ($363 million), Tegna ($350 million) and Sinclair ($319 million).
- It's The Salience, Stupidon August 25, 2026 at 1:44 pm
The economy may or may not be the No. 1 issue for some voters. Candidates now have a way to target them in media buys based on how salient it is vs. other issues.
- Regal Regales New Loyalty Film Program: No Streaming Worrieson August 25, 2026 at 1:00 pm
Regal Entertainment Group says it is adding to its monthly membership options - Regal Rewards+' - which offers more flexibility. The price is in line with lower-cost premium streamer options which include limited advertising in TV and movie programming.
- Weight Is Over For Return Of TLC '1,000-lb' Showson August 25, 2026 at 12:00 pm
TLC is putting on the pounds on Tuesday nights with the return of a ton of content.
- State AG Pushes Cable TV Channel Sale To Help Settle Paramount-WBD Suit: Reporton August 24, 2026 at 5:38 pm
The suit claims the combined marketplace share of cable TV networks will give the company a 34% share of cable TV viewership.
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- How Our Leisure Time Got Monetized
by Ted Gioia on August 25, 2026 at 5:30 pmIt wasn’t always like this
- The Best Gospel Music Happening Right Now
by Ted Gioia on August 22, 2026 at 4:53 pmYou don’t need to join the congregation to enjoy these spirited tracks
- Stanford's Secret Course on How to Rule the World
by Ted Gioia on August 19, 2026 at 5:36 pmAnd its link to the scandal surrounding Bill Gates’s daughter
- How to Make a Marriage Proposal
by Ted Gioia on August 17, 2026 at 3:03 pmAt least here's how I did it
- What Are Your 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)