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.

Many infomercials tell viewers, "If lines are busy, please continue to hold," to achieve the same effect.

•Demonstrating versatility. Even if the product has one simple use, such as a knife, demonstrations will always show it cutting a variety of objects, creating the illusion of many uses.

While Popeil may be the grandfather of the infomercial, the current kings are Bill Guthy and Greg Renker of Guthy-Renker. The pair spend tens of millions each year to create infomercials in dozens of languages that can be seen in 50 countries.

Guthy started out founding a small company called Cassette Productions Unlimited, which duplicated audiotapes for people selling self-help and real estate courses.

He later partnered with Renker to create an infomercial empire. When one of Guthy's clients booked a huge order after an infomercial, Guthy and Renker realized that infomercials were where the money was.

They produced their first infomercial in 1988, for Napolean Hill's book Think and Grow Rich. One of the testimonials was given by self-help coach Tony Robbins.

Recognizing Robbins' talents, Guthy and Renker invited him to do his own show. Robbins quickly became a household name, spurring countless people to pay thousands of dollars to watch his seminars by teleconference.

Stern reminds us of the plethora of products we've seen surfing the dial in the wee hours: Ronco dehydrator, Ginsu knives and Girls Gone Wild videos.

He pulls no punches in calling some infomercials bunk. Not for nothing is the chapter titled "Crooks and Liars" the longest, dwarfing all others. The chapter is both captivating and depressing.

Stern admits to falling prey to infomercials for a pasta machine, vegetable juicer and some get-rich-quick videos.

Stern documents hard-sell tactics and explains how people who can least afford it end up forking over thousands of dollars in hopes of getting rich quick.

While a $500,000 fine may seem large, many successful infomercial producers can make that in a single week. They pay the fine and move on.

Stern may write about infomercials, but don't confuse his book for one.

There's enough substance here to make But Wait …There's More! one of the most interesting industry portraits to come along in a while.

Seth Brown is a freelance writer and the author of Rhode Island Curiosities. His website is www.risingpun.com.

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