Out Of Your Mind

Ginsu guru: Famed DRTV writer dies; OBITUARY: Schiff, who penned ‘There’s more,’ created 1,800 TV spots.(News)(Arthur Schiff)(Obituary)

Advertising Age, September, 2006 by Neff, Jack

Byline: JACK NEFF

Arthur Schiff, the copywriter credited with naming the Ginsu knife and indelibly etching the phrase “But wait, there’s more” into the U.S. advertising lexicon, died Aug. 24 of lung cancer in Coral Gables, Fla. He was 66.

Though relatively few news outlets noted his death, Mr. Schiff left a mark that will long outlive him, as the direct-response TV industry he helped build earns respect from a host of conventional marketers. Such major mainstream advertisers as Procter & Gamble Co., L’Oreal and Johnson & Johnson have made short-form DRTV a growing part of their marketing in recent years
direct response copywriter