Arthur Schiff

Who was Arthur Schiff?

Arthur Schiff was one of least known but most influential promoters of American kitsch products.

Schiff ran his own company and ingenious marketing campaigns for 23 years. During his long career in advertising, he produced over 1800 direct response TV infomercials, including the Steakhouse Onion Machine, Ambervision Sunglasses and the Shiwala car mop. One of the most famous products worked on by Schiff is the line of Ginsu knives, during his three-year term of employment as Creative Director at legendary direct marketing firm Dial Media, founded By Ed Valenti and Barry Becher in 1975, in Warwick, Rhode Island.

Schiff's commercials gained a degree of notoriety for their effective use of catchphrases, including his signature creation "But wait, there's more!" He also coined several other widely used and often parodied phrases used in infomercials today, including "Isn't that amazing?" "Isn't that a Clever Cleaver!" and "Act now and you'll also receive ... "

The history of the Ginsu product line can be traced back to 1978, when Schiff's employer Edward Valenti was looking for the best way to market a line of "ordinary" kitchen knives with the rather dull brand name "Quikut".