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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
- How the new Congress could reshape tech policy for publishers
by Chris Pedigo, SVP Government Affairs – DCN on November 12, 2026 at 12:33 pmThe midterm elections have changed the balance of power in Washington, giving Democrats control of Congress for the final two years of President Trump’s term. What will this mean for... The post How the new Congress could reshape tech policy for publishers appeared first on Digital Content Next.
- DCN’s media industry must reads: week of November 12, 2026by Michelle Manafy, Editorial Director – DCN on November 12, 2026 at 12:27 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 November 12, 2026 appeared first on Digital Content Next.
- A new sports playbook can help media companies win ad dollarsby Karisa Schroeder, Director of Product Marketing – MediaRadar on November 11, 2026 at 12:24 pm
Sports used to be one of the simplest buys in media. The playbook was easy: find the game, buy the break. That playbook no longer holds. Games are now spread... The post A new sports playbook can help media companies win ad dollars appeared first on Digital Content Next.
- Rising news trust creates opportunity for premium publishers
by Rande Price, Research VP – DCN on November 10, 2026 at 12:27 pmThe good news is that Americans express greater trust in news organizations than they did a year ago. However, this confidence has limits. Many still question whether journalists thoroughly investigate... The post Rising news trust creates opportunity for premium publishers appeared first on Digital Content Next.
- Think like a brand: Why audience relationships matter moreby Rich Murphy, CEO, President and Managing Director – Alliance for Audited Media on November 9, 2026 at 2:27 pm
For years, publishers could count on the open web to help audiences discover their content and drive revenue. That model is changing. Search is evolving, AI summaries are making referral... The post Think like a brand: Why audience relationships matter more appeared first on Digital Content Next.
Adweek Feed Breaking News in Advertising, Media and Technology
- Election Advertising Drove 10% of Viewers to Seek Ad-Free Options
by Jack Neff on November 13, 2026 at 4:58 pmSurvey shows many viewers also muted ads or switched channels.
- Lyft Is Testing a Prominent New Ad Placementby Mitchell Parton on November 13, 2026 at 4:18 pm
Brands can now take close to full ownership of the Lyft home screen that people see before booking a ride.
- Ticker: Savannah Guthrie to Remain on Today After Contract Extension
by mmwachiro on November 13, 2026 at 4:16 pmNBC News has canceled the primetime program Stay Tuned, which aired on NBC News Now.
- Monday, Nov. 9 Daily Cable News Ratings: Fox News and MS NOW Battle It Outby mmwachiro on November 13, 2026 at 3:49 pm
Primetime belonged to MS NOW and CNN programs.
- Home Depot, ESPN Among 2026 Brand Hall of Fame Inducteesby Alison Weissbrot on November 13, 2026 at 11:20 am
The One Club also honored Apple as the first brand to ever join its Creative Hall of Fame
- Arkansas Pushes To Enforce Social Media Restrictionson November 13, 2026 at 9:51 pm
Arkansas is pressing a federal appellate court to lift a block on two state laws that restrict social platforms' ability to serve content to users.
- Only Programmatic Advertising Gets Away With Taking A 55% Cuton November 13, 2026 at 5:29 pm
That means roughly $89.32 billion disappears into ad-tech transaction fees, unviewable placements, and invalid traffic before reaching a real consumer.
- Netflix Said To Eye 'Channel Store,' May Bundle With Fox Oneon November 13, 2026 at 4:35 pm
Co-branded streaming bundles such as Disney+, Hulu, and HBO Max and other combinations have resulted in steadier subscriber retention with lower 'churn.'
- Creator, Sports Content Surges, Narrows Gap With Movies, TVon November 13, 2026 at 3:40 pm
A new KPMG U.S. report says overall U.S. content spend climbed to over $207 billion in 2025, up from $156 billion in 2021.
- Study Discovers Exact Moment To Reach 'Cumulative Attention'on November 13, 2026 at 2:00 pm
Building cumulative attention - the total attentive seconds campaigns earn across multiple channels - is far more effective than showing the same ad repeatedly in the same media channel, research from Amazon Ads, Lumen Research, and Cint shows.
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- Can AI Compose a Convincing Beethoven Sonata?
by Ted Gioia on November 13, 2026 at 6:33 pmListen and judge for yourself
- Why Don’t Artists Join Together in Co-Op Platforms?
by Ted Gioia on November 9, 2026 at 6:49 pmMost of the money in the creative economy goes to corporations and intermediaries. It doesn’t need to work that way.
- The AI Business Model Just Collapsed
by Ted Gioia on November 5, 2026 at 8:32 pmAnd what tech leaders must do right now
- The Music Innovator Who Lived in a Friend's Basement
by Ted Gioia on November 4, 2026 at 7:06 pmBut anticipated the rise of techno, disco, rap, and fusion before they even had names
- My 10 Rules for Public Speaking
by Ted Gioia on October 31, 2026 at 7:41 pmIn this article from the archive, I share my best tips for oratorical success