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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 Toronto Star journalists used AI to hold power to account
by Jessica Patterson – Independent Media Reporter on November 5, 2026 at 12:33 pmLate last year, Toronto Star senior politics reporter David Rider questioned how Ontario mayors were using newly expanded powers to build homes. Answering it meant examining thousands of municipal decisions scattered... The post How Toronto Star journalists used AI to hold power to account appeared first on Digital Content Next.
- DCN’s media industry must reads: week of November 5, 2026
by Michelle Manafy, Editorial Director – DCN on November 5, 2026 at 12:26 pmHere 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 5, 2026 appeared first on Digital Content Next.
- Before and after the paywall: build an audience you ownby Michael D. Silberman, SVP Strategy—Piano on November 4, 2026 at 12:22 pm
Publishers can no longer count on platforms for traffic. Search traffic to publisher sites fell 36% in 2025, according to Piano’s benchmark data. Social can vanish even faster: when Meta... The post Before and after the paywall: build an audience you own appeared first on Digital Content Next.
- Agentic buying shouldn’t repeat the Ad Tech Taxby Andy Sharkey, VP of Product – Optable on November 2, 2026 at 12:29 pm
In 2020, DCN reported on a study that put a number on what many publishers had long suspected. ISBA and PwC traced programmatic spend from advertiser to publisher and found... The post Agentic buying shouldn’t repeat the Ad Tech Tax appeared first on Digital Content Next.
- What Substack reveals about platforms and audience loyaltyby Rande Price, Research VP – DCN on November 2, 2026 at 12:26 pm
Unlike search and social platforms, Substack enables writers to build direct subscriber relationships through its publishing and email infrastructure. But its evolution also raises a broader question for publishers building... The post What Substack reveals about platforms and audience loyalty appeared first on Digital Content Next.
Adweek Feed Breaking News in Advertising, Media and Technology
- Ritz Returns for Super Bowl 61 in a Play for Casual Snackersby Robert Klara on November 5, 2026 at 9:00 am
Ritz Bits will take center stage in the Mondelēz brand's 2027 Big Game ad
- Waymo Bets Women’s Safety Can Help Win Over Robotaxi Skepticsby Alison Weissbrot on November 5, 2026 at 9:00 am
The self-driving car company’s second-ever national campaign was developed by an all-female creative team
- ADWEEK Launches the Next Leaders Vanguard Awards
by ADWEEK Staff on November 5, 2026 at 8:34 amNew in 2027, ADWEEK is launching the inaugural Next Leaders Vanguard Awards. Every CMO and agency chief was once the person running the brand or the biggest account. They were
- Daft Punk, Doctor Doom, and E.T. Unite in Lego’s Action-Packed Holiday Adby Rebecca Stewart on November 5, 2026 at 7:13 am
The spot sees a host of famous characters race through Lego's festive briworkshop, as 'One More Time' plays in the background.
- Amazon’s ‘Joy Delivered’ Holiday Ad Swaps Product Showcase for a Heartfelt Homecomingby Lucinda Southern on November 5, 2026 at 6:48 am
Gifts still feature in the campaign, but they go to the strangers helping the lead character get home in time.
- MLB Sponsorship Deals Rise To $2.12Bon November 5, 2026 at 1:00 pm
Financial services remains the MLB's biggest ad category - up 12% year-over-year to $349 million, followed by beverage/alcohol, automotive, insurance and construction/industrial.
- Trump Is Lame Duck Of TV Newson November 5, 2026 at 12:00 pm
After being spanked and repudiated by the Democrats' victorious march to power in the House and Senate, Trump now slips into irrelevancy both in politics and news.
- TV Veteran Latour To Head Meta Branding Strategyon November 4, 2026 at 9:40 pm
Latour will run Meta's social media and content teams within the company's communications and public affairs division, reporting to division head Tucker Bounds.
- Sony Can't Dodge Privacy Suit Over Smart TVson November 4, 2026 at 6:13 pm
The allegations against Sony, if proven true, could establish that the company violated California's constitution, a federal judge ruled.
- Big 3 Cable Nets' Ad Spend Surges 47%, Driven By Political Newson November 4, 2026 at 5:14 pm
Total national TV ad spend from Oct. 5 - Nov. 3 was $156 million vs. $106 million in the previous 30-day period.
The Honest Broker A trustworthy guide to music, books, arts, media & culture by Ted Gioia
- 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
- Is the Music Business Collapsing?
by Ted Gioia on October 27, 2026 at 8:00 pmThe major labels made seven big mistakes—and are now paying the price
- 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