But wait! There's more to book about infomercial industry

— -- Last year, more than 30% of Americans ordered a product from a television infomercial.

Ever wonder why we're such easy marks? Former Radar magazine editor Remy Stern has an answer. His new book examines the evolution of the infomercial from birth to where it is today, a $100 billion industry.

Stern covers a lot of ground, including tactics used to move products, the Home Shopping Network and a talk with Ron Popeil, granddaddy of infomercials.

The title, But Wait … There's More!, evokes the high-energy infomercial patter popularized by Popeil and other pitchmen.

The book opens with a visit to Popeil and reflects on his career. Pitching products was a Popeil family tradition going back to his great-uncle. Ron Popeil's father, Samuel (S.J.), began the New Jersey boardwalk circuit in the 1930s and eventually launched Popeil Bros., which produced the O-Matic line of products.

Ron Popeil began working the boardwalk at age 16, and five years later in 1956, hosted his first television promotion for the Chop-O-Matic.

On TV, Popeil found quick success, going on to launch products in the '60s and '70s under the Ronco brand. The products weren't anything new, technologically speaking, but Popeil's skill as a pitchman made them appealing. When a streak of bad products forced him into bankruptcy in 1984, he bought back his inventory from creditors, selling it at a profit.

The book reveals that many early infomercial hosts started as fast-talking street demonstration pitchmen, adept at using a set of tried-and-true tactics.

Examples:

•Attracting crowds. Popeil wouldn't sell to everyone who wanted to buy.

He'd tell the last few interested shoppers to wait and watch the next demonstration first, knowing that the crowd would help draw new buyers.

Likewise, home shopping channels have an ever-increasing counter on screen to show that more viewers are tuning in.

•Lining up shoppers. Popeil would give shoppers at his street-side booth a number to create the sense that the product was worth waiting for.