This Business Has Legs: How I Used Infomercial Marketing to Create the $100,000,000 Thighmaster Craze: An Entrepreneurial Adventure Story

Peter Bieler, Author, Bieler, Author, Costas, Author John Wiley & Sons $34.95 (206p) ISBN 978-0-471-14749-7
The conventional wisdom used to be that a company needed at least $200 million in sales to afford a national TV ad campaign. Not anymore, claims Bieler, as he tells how he used TV infomercials to market an exercise machine and hit the jackpot with a relatively small cash outlay. He had this going for him: a hot product, Suzanne Somers to demonstrate it and business savvy. Although the sponsor shells out for the initial air time, which can be a half-hour or more, the money starts rolling as soon as customers begin phoning in orders. The program then becomes self-sustaining and continues to air until the product wins enough consumer acceptance to be sold in stores. This book is a good read, written in a breezy, offbeat style. Bieler describes himself as a monkish type who likes to meditate. He's also a practical guy who knows how to make a buck. Costas is an editor at Bloomberg Personal. First serial to Success magazine. (July)
Reviewed on: 05/27/1996
Release date: 05/01/1996
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