The Rise and Fall of TV’s Tiny Classified Ad Millionaire
If you stayed up late watching television in the 1990s, there’s a good chance you saw Don Lapre earnestly pitching his famous business kits. With his fast-talking delivery and rags-to-riches story, Lapre became one of the most recognizable—and controversial—figures in the world of infomercials.
The Infomercial That Promised Riches
Don Lapre first made waves with an infomercial for “Making Money with Tiny Classified Ads.” In it, Lapre claimed he had made millions placing small newspaper ads from the tiny apartment he proudly called “my one-bedroom apartment.”
He promised viewers that they, too, could generate massive income by following his system. His enthusiastic, almost boyish tone stood in stark contrast to the more polished infomercial hosts of the time.
His most memorable catchphrase—“I made $50,000 last month, placing tiny classified ads!”—became a late-night TV legend.
Building an Empire of Business Opportunities
As the 1990s progressed, Lapre expanded his offerings. He launched The Greatest Vitamin in the World and a range of “wealth-building” kits that blended direct mail marketing with nutritional supplement sales.
His infomercials aired constantly on cable networks and local channels. Lapre became synonymous with the dream of home-based business success. To his fans, he was an inspiration: a self-made entrepreneur proving that you didn’t need a fancy office or corporate background to change your life.
Controversy and Legal Trouble
But behind the high-energy pitches, Lapre’s business model drew scrutiny from regulators and consumer advocates. The Federal Trade Commission and state authorities began investigating complaints from customers who said the products and systems didn’t deliver what was promised.
In 2011, Lapre was indicted on multiple counts of fraud related to his vitamin business, accused of bilking investors out of millions of dollars. Tragically, while awaiting trial, Lapre died by suicide in jail. His death shocked many who remembered him as the enthusiastic face of late-night opportunity.
A Cautionary Tale in Direct Response TV
Don Lapre’s story is a complex chapter in the history of infomercials. On one hand, he embodied the entrepreneurial spirit that fueled the rise of direct-response television. On the other, his downfall highlighted the importance of ethics, transparency, and realistic claims in marketing.
Today, he remains a symbol of both the promise and peril of get-rich-quick schemes. His infomercials live on in internet archives, YouTube clips, and the memories of anyone who ever dreamed—if only for a moment—that a classified ad could change everything.
Ultimately, Lapre’s story ended tragically in October 2011, when he died by suicide in an Arizona jail cell just days before his trial was to begin. His death was a shock, but not entirely unforeseeable—he had even attempted suicide months before amid mounting legal and personal pressure.
Read more here: https://en.wikipedia.org/wiki/Don_Lapre
People.com article: https://people.com/crime/don-lapres-high-octane-life-and-shocking-suicide
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