The Industry lost one of our best-known and most successful pioneers on July 6. Barry Becher passed away at a West Palm Beach hospital.

Becher’s name may not immediately ring bells for the layman, but his signature product, the Ginsu Knife, certainly does. The Ginsu ad campaign is a classic of American advertising, crossing into being a pop-cultural icon.

Becher didn’t just revolutionize cutlery, but our business as well. Together with his partner Ed Valenti, the two created much of what we in DRTV take for granted now, such as the powerful Call To Action strategy and the classic phrase “But wait, there’s more!”

Our hearts and prayers are with Barry Becher’s family and friends, and all those touched by his loss.

Read more about Barry here.