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Whether it was a Ginsu knife, George Foreman Grill, Tony Robbins' motivational book, kitchen device by Ron Popeil, or any of the countless other famous products that have been marketed on infomercials over the years, admit it: you or someone you know has bought one—and you're not alone. Last year, one out of every three Americans picked up the phone and ordered a product from a television infomercial or home shopping network, and in But Wait . . . There's More! journalist (and infomercial addict) Remy Stern offers a lively, behind-the-scenes exploration of this enormous business—one that markets the world's most outrageous products using the most outrageous tactics.
Don't let the kitschy exterior fool you: behind the laughable demonstrations, goofy grins, and cheesy dialogue lies an industry larger than the film and music industries combined. The first book of its kind, But Wait . . . There's More! exposes the never-before-told story of the infomercial and home shopping phenomenon in all its excessive glory and its meteoric rise to become one of the most profitable businesses in America.
Along the way, Stern details the history behind the classic products and introduces readers to some of the most famous (and infamous) pitchmen and personalities in the business, including Tony Robbins, Billy Mays, Ron Popeil, Tony Little, Suzanne Somers, Kevin Trudeau, and Joe Francis. He also presents an in-depth look at the business behind the camera—the canny sales strategies, clever psychological tools, and occasionally questionable tactics marketers have used to get us to open up our wallets and spend, spend, spend.
Stern's eye-opening account also offers a penetrating look at how late-night television conquered the American consumer and provides insight into modern American culture: our rampant consumerism, our desire for instant riches, and our collective dream of perfect abs, unblemished skin, and gleaming white teeth. Both a compelling business story and a thoroughly entertaining piece of investigative journalism (with a touch of muckraking and social satire), But Wait . . . There's More! will ensure that you never look at those too-good-to-be-true deals the same way again.
- Sales Rank: #225837 in Books
- Published on: 2009-03-24
- Released on: 2009-03-24
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .93" w x 6.00" l, 1.10 pounds
- Binding: Hardcover
- 272 pages
From Publishers Weekly
In this lively exposé, journalist Stern dissects the direct-response marketing business (which includes both infomercials and home shopping networks), a $300 billion industry, larger than the film, music and video game industries combined. There's guilty-pleasure revelations aplenty: how the traditional sales pitch adapted to a televisual format by, for example, real-time number tracking that allows network officials to tell on-air talent, through tiny earpieces, that, say, twirling a piece of jewelry around a finger causes sales to spike and how hosts persuade Americans to buy products like the Inside-the-Shell Electric Egg Scrambler, Power Scissors, the Miracle Broom and, of course, the most successful on-air product to date, the celebrity-driven skin-care regime Proactiv. There's psychology here, too: the author describes the mindset of the typical late-night tired consumer, falling for tricks they wouldn't necessarily fall for in a store. Stern is the perfect host to this slightly seedy world, well-informed and "transfixed by the zany nature of it all." (Apr.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
“[An] entertaining portrait…Mr. Stern is at his best when he confronts the real stars here: the infomercials themselves…But Wait…There’s More! is well worth your time.” (Wall Street Journal)
“One of the most interesting industry portraits to come along in a while.” (USA Today)
“[An] intelligently composed exposé, an impressive work of contemporary history, full of wit.” (Dallas Morning News)
“[A] lively exposé. . . . Stern is the perfect host to this slightly seedy world, well-informed and ‘transfixed by the zany nature of it all.’” (Publishers Weekly)
“In his addictive take on the gimmickry that is direct-response TV, Remy Stern explains why we buy into products with false promises and celeb spokesmen with even falser tans.” (Advertising Age)
“A wholly fascinating account of a wholly fascinating industry.” (Robert B. Cialdini, bestselling author of Influence)
“Nothing is more joyously, or obnoxiously American than the infomercial. This is a book for everyone who is, or once was, a late-night TV junkie.” (Paco Underhill, author of the national bestseller Why We Buy)
“Act now and read this book. It slices and dices the world of infomercials-humorously detailing their meteoric rise as icons of Americana.” (Edward Ugel, author of Money for Nothing)
“I avoid late night TV like the plague-and Remy Stern explains why, wonderfully, in But Wait…There’s More!” (Michael Gross, author of Rogues' Gallery and 740 Park)
About the Author
Remy Stern is a former editor at Radar and currently the editor and publisher of the Web site Cityfile.com. He has written for numerous publications in the past, including New York magazine and the New York Post. His lifelong fascination with infomercials has led him to buy, among other things, a pasta machine, a vegetable juicer, and a set of booklets and VHS cassettes that assured him he'd be a millionaire in thirty days or less. He lives in New York City. This is his first book.
Most helpful customer reviews
16 of 17 people found the following review helpful.
America ... is an informercial? (Plus shipping and handling)
By Jasparaz
I read Steve Salerno's superb review of "But Wait" in the WSJ on March 25, instantly downloaded the book to my Kindle2, and dug in (after setting the font size much larger for my older eyes).
The author had me laughing many times, but, more seriously, there are countless tip and tricks revealed about the infomercial business and selling in general that make this a highly worthwhile read.
I also love talking with friends about the book because everyone knows or remembers the gadgets, get rich quick seminars, and celebrities who hawk pimple treatments and swamp land in Arkansas.
About a third of my way into "But Wait," I began having a strange fantasy: maybe we're all living inside one giant, massive informercial. After all, I bought my kindle2 based on the infomercials at amazon's website!
4 of 5 people found the following review helpful.
Fascinating
By P. Meltzer
I thought this book was great. Written in a very engaging style. The chapter on how the infomercials are created is worth the price of the book all by itself. Parts of it were a little depressing though, such as how easy it is to sucker people who don't have money and the long list of dishonest people who have "gotten away with it", in that, even if they had to pay some fines, it was nothing compared to what they earned. A photo section would have been nice. Also, I would have been interested to know if there were or are ANY infomercials advertising products that really are truly innovative or useful. The author would have you believe that the answer is no, but I wonder...
3 of 4 people found the following review helpful.
Interesting look at an interesting industry
By Charlie
About: Stern takes us a tour of the infomercial industry. The cast of characters includes legends like Tony Robbins, one of whose ads brought in $50,000 a minute, unsavory characters like Kevin Trudeau and his bogus "cures" and celebrities who seem to hawk most anything for a buck or to hold on to the last vestiges of fame. A glimpse behind the scenes gives us a look at the QVC "house" where they broadcast 24 hours a day. A few unsurprising "secrets" are revealed as well: The Magic Bullet has a $39.95 charge for shipping, the "other" knife is shown slicing an under ripe tomato while the infomercial knife cuts through an overripe one and don't be surprised if the product with a 30 day money back guarantee arrives on your doorstep on day 29.
Pros: Well-written, interesting look at the industry
Cons: While there is a references section in the back, there are no in-text citations.
Grade: B
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