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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
- AI Overviews reduce the search traffic reaching publishers
by Rande Price, Research VP – DCN on September 14, 2026 at 11:27 amSearch has long helped people navigate the web by connecting their questions with websites that could help provide answers. For publishers, it is an important source of discovery and referral... The post AI Overviews reduce the search traffic reaching publishers appeared first on Digital Content Next.
- AI’s promise does not justify using any means to build it
by Jason Kint, CEO – DCN on September 8, 2026 at 7:06 pmThe ends can’t justify the means. This was my major takeaway in reading the Summary Judgement cross-motions filed Friday in rapid fire order by the defendant Big AI companies (OpenAI... The post AI’s promise does not justify using any means to build it appeared first on Digital Content Next.
- DCN’s media industry must reads: week of September 3, 2026by Michelle Manafy, Editorial Director – DCN on September 3, 2026 at 11:29 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 September 3, 2026 appeared first on Digital Content Next.
- Six big publishing lessons from a small media market
by Damian Radcliffe, Carolyn S. Chambers Professor in Journalism – University of Oregon on September 3, 2026 at 11:24 amNew Zealand is a long way from the United States, and much of the rest of the world, both geographically and in terms of the scale of its media market.... The post Six big publishing lessons from a small media market appeared first on Digital Content Next.
- More video options raise the stakes for premium publishers
by Rande Price, Research VP – DCN on September 1, 2026 at 11:24 amThe boundaries between TV, streaming and social video continue to blur, putting premium publisher inventory into a much broader competitive mix. Advertisers have more options for where and how they... The post More video options raise the stakes for premium publishers appeared first on Digital Content Next.
Adweek Feed Breaking News in Advertising, Media and Technology
- Week of Aug 31 Cable News Ratings: Fox News & MS NOW Record Gains in Demoby mmwachiro on September 14, 2026 at 11:59 am
CNN was the only network to register across-the-board declines week over week.
- One Year Post-American Eagle Scandal, Sydney Sweeney Sparks Ire by Going Naked for Novigby Robert Klara on September 14, 2026 at 11:48 am
The ad has received backlash for reversing years of gains for female athletes
- Kate McKinnon Is an Evil CEO in Sequel to Zoom’s Bowen Yang-Led Brand Resetby Alison Weissbrot on September 14, 2026 at 10:01 am
The SNL alum fronts the next phase of the company's largest global campaign ever
- Samsung Taps Couples Therapy’s Dr. Orna Guralnik to Ease Phone Switching Fearsby Brittaney Kiefer on September 14, 2026 at 9:00 am
Samsung enlists Couples Therapy's Dr. Orna Guralnik and a group of famous duos to address the emotional barriers of phone switching.
- Sonos’ New Brand Story Aims to Win Back Trust Two Years After Botched App Updateby Brittaney Kiefer on September 14, 2026 at 9:00 am
First campaign under new CMO Colleen DeCourcy is the most significant repositioning in Sonos' history.
- Streamers Add Ad Minutes: Do Viewers Mind?on September 14, 2026 at 4:32 pm
Top streamers have added 18% more ad minutes on average for the top 9 premium platforms in August vs. January 2026. Growing interest in ad-supported streaming tiers has not gone unnoticed:
- The AI Slowdown The Ad Industry Didn't See Comingon September 14, 2026 at 1:58 pm
Advertisers likely did not anticipate the top tech execs' sudden calls for a voluntary AI slowdown, but spent the past year bracing for massive declines in traditional web traffic and ad monetization caused by AI.
- 'Practical Magic 2' Conjures $30M Opening Weekendon September 14, 2026 at 1:06 pm
Replacing "Spider-Man: Brand New Day" in the top spot, "Practical Magic 2" had a 92% positive audience score, per Rotten Tomatoes, but critics posted a weak 39% approval tally. National TV ad spend was a very modest $4.95 million, according to estimates from iSpot.
- Midterms Accelerate Local Ad Expansion, Produce Tough Comp For Next Yearon September 14, 2026 at 12:49 pm
Local ad-spending growth will lag the total U.S. expansion this year, but will be even more adversely impacted by the decline in political ad spend next year, effectively showing no year-over-year growth, according to an update released by BIA Advisory Services.
- Two Out Of Four Networks Have No New Fall Showson September 14, 2026 at 12:00 pm
Network TV will have a comparatively quiet fall premiere season as two of the four legacy broadcast networks will have no new shows at all.