But Wait ... There's More!: Tighten Your Abs, Make Millions, and Learn How the $100 Billion Infomercial Industry Sold Us Everything But the Kitchen Sink

by Remy Stern

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 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 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 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.

Genres: Nonfiction, Business, Tv, Pop Culture

272 pages, Hardcover

First published March 11, 2009

Reviews

[Tom · Rating 3 out of 5]

One of the best books I've read in ages. Well-written, enjoyable, terrific command of the subject matter -- infomercials -- and a good mix of serious and light-hearted style.

[Joe J · Rating 4 out of 5]

A story behind the pitchmen and women we all have come to know well for anyone that watches television either very early in the morning or late at night or any time when programming can be bought for cheap. It was eye-opening and made me think. It also brought back a feeling of nostalgia as I remembered many of the pitchmen and products they sold the public over the years. Well written. I enjoyed it very much.

[Bruce MacDonald · Rating 5 out of 5]

Scholarly more than sensational anecdotes

Well documented albeit I bit dated considering the rate of change in direct marketing. Certainly worth trading. I learned more here than in some marketing courses in my MBA program.

[Barry Jessiman · Rating 2 out of 5]

Really interesting at first but then quite repetitive. There were several repeats of phrases and a bit too much worshiping at the altar of Popeil. Wouldn’t recommend it to anyone.

[Arthur I. Schwartz · Rating 4 out of 5]

Interesting and well researched

Well written description of a nebulous world. Answers a lot of questions I have had for years. I had no idea that so much money is involved.

[Sara Goldenberg · Rating 4 out of 5]

Very fun book with interesting history, stories and information! Recommended!

[Lynette · Rating 4 out of 5]

Although I enjoyed getting a peek behind the industry, I came to this book with a "What can I learn from these guys" attitude and was hoping to catch some great info of the stuff they did right. I was somewhat disappointed to find a very condescending tone to the book it's not just in portions but through the entire book. I get it. The industry is far from great and has been peppered with some pretty shady people and practices. Still, there are some decent ones out there and the author admits that (though I feel somewhat fleeting and dismissively). Guess I'm just too positive about things and feel no matter what, there's always something good to be learned and the bad can be discarded. Regardless. I still found it fascinating after looking past the tone.

[Anandh Sundar · Rating 4 out of 5]

A must read for those desiring to know what goes on behind the scenes of infomercials. I was analyzing the stock of Den Networks and Vaibhav Global which have home shopping subsidiaries, and hence picked up this book. While this is dated and only focussed on the USA market, much of the learnings can be transferred to other markets. Even for ecommerce, these learnings are worth it.
Recomended for category managers and consumer stock analysts

[Carolyn · Rating 2 out of 5]

After reading the chapter on crooks and scams, you might need something to restore your faith in humanity. At least that's how I felt. Might make you leary of even a legitimate product. His inclusion of a Ron Popeil quote with the "F word" cast a shadow over the rest of the book.

[Carrie Stevens · Rating 4 out of 5]

Satisfying "behind the scenes" tales about popular infomercials. First half's definitely worth the read, especially the section on crooks and scams. The last chapters were not as interesting as the first few, (probably because HSN and QVC are not as seedy as those get-rich-tomorrow scams).

[Anita · Rating 3 out of 5]

Although I've never purchased anything from an infomercial, I do find the ads oddly compelling. Now I know why.

There were a few too many names in the book and too few stories and anecdotes but, on the whole, it was an interesting insight into the world of infomercials.

[Ellen]

I made a very small contribution to this book. Details to come.

[Anthony · Rating 4 out of 5]

Not exactly deep, but a fun, quick read.

[Gary Shapiro · Rating 5 out of 5]

A very clever and interesting book. Check out my interview with the author here:
http://web.mac.com/garyshapiro

[Erin · Rating 3 out of 5]

A lot of it you already know or can assume about the infomercial industry, but an interesting read still.

[Jessica · Rating 3 out of 5]

fascinating, but sometimes creepy and disturbing look at the infomercial world

[Leigh · Rating 3 out of 5]

Interesting book and a fun read. I liked it.

[Kirsti S. · Rating 2 out of 5]

Almost as interesting as the infomercials themselves.

[Andrei · Rating 3 out of 5]

Interesting book on an interesting subject. Didn't stop me from always falling asleep after reading 5-10 pages, though. Probably because the author's writing style is not really my cup of tea.

[Melissa · Rating 5 out of 5]

Loved it. Stern gives the inside scoop on the tricks that informercial producers use to make you buy stuff. Absoultely fascinating.

[Heather · Rating 5 out of 5]

Fascinating look into the sales/infomercial industry. Informative while still being an easy read; I'll never see an infomercial the same way again.