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February 18, 2008

'But wait! There's more': Road would be 'Ginsu Way'

Here's some cutting-edge legislation.

An unnamed street in Warwick would become "Ginsu Way" if state Rep. David A. Caprio, D-Narragansett, has his way. The bill is "in honor of the Warwick company, Dial Media, that turned a simple little knife into an infomercial icon," Caprio's news release out today says.

The bill would "christen" as Ginsu Way the unnamed street on the west side of Bald Hill Road "at that certain location known as 1775 Bald Hill Road."

Caprio said he introduced the bill in the General Assembly at the request of Rhode Island resident Ed Valenti, who helped open Dial Media.

That's not all or, in the words of Caprio's statement echoing the Ginsu ad campaign of yesteryear, "But wait! There's more."

Ginsu knives, according to Caprio, were initially marketed as Eversharp, which never quite, um, cut it with the public. Since then, as Ginsu brand, the knives have become a big seller.

Caprio hails a duo -- NBC affiliate broadcasting executive Vaenti and an AAMCO transmission franchise owner Barry Becher -- with opening the direct-marketing advertising agency Dial Media.

The agency would "soon redefine direct marketing" by using product demonstrations and "high-intensity sales language," the release says. Consider such urgency-packed gems as "this is a limited time offer, so call now!" or the line "act now and you'll also receive ... ."

Caprio goes on to say that Ginsu Knives, the Miracle Slicer and Miracle brought to the public by the agency's marketing "are part of American culture, a little bit of American that was born right here in Rhode Island."

-- projo.com staff writer Michael P. McKinney

Posted by Mike McKinney  at 12:31 PM | Permalink

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