Building on an invention of his father’s, the Chop-o-Matic, he marketed the slicing-and-chopping machine he called the Veg-O-Matic, sold by the company he founded and named after himself — Ronco.
He would take the product-slinging style previously done at state fairs and Woolworth stores to television starting in the late 1950s, offering viewers a chance to skip stores and buy straight from the source with a simple phone call.
As his influence grew, he crafted an enthusiastic, guy-next-door presence that suffused the 1970s with commercials for such gadgets as the the Popeil Pocket Fisherman, a self-contained fishing apparatus, and Mr. Microphone, a then-groundbreaking wireless mic that was amplified through the nearest AM radio.
“But wait — there’s more,” he’d say in the ads.
Though Ronco Teleproducts went bankrupt in 1984, Popeil started from the bottom again and built himself and his company back up. By the 1990s, as the infomercial gained footing and cable television’s influence spread, he was doing full-length shows that evangelized about such devices as pasta makers, food dehydrators and “GLH” (Great-Looking Hair), which was commonly called “hair in a can.”
He appealed to consumers in part because he was a classic American showman, equal parts P.T. Barnum and Thomas Edison — an inventor and innovator, yes, but a popularizer as well, a man who saw consumers’ needs and then found accessible ways to entice them into making purchases.
In a 1997 Associated Press interview, he said his drive to invent was more than mercantile; it was a bit obsessive. “I have enough money today,” he said at the time. “But I can’t stop. If there’s a need for these things, I can’t help myself.”
He seemed always to have new products at the ready: the Ronco Electric Food Dehydrator, Popeil’s Pasta & Sausage Maker, the Inside the Eggshell Egg Scrambler, the Bagel Cutter, the Hav-A-Maid Mop, the Speed Tufting Kit, The Whip-O-Matic.
