Re: RARA-AVIS: French/Italian names for pulp

From: Luca Conti (
Date: 23 Aug 2004

Steve Novak wrote:

>it is true that they are called Giallo in italian....and if I¹m
>not mistaken it is because of the color of the cheap pulp paper...

In 1929 Arnoldo Mondadori, then (and now) the biggest Italian publisher, decided to try and issue some detective novels in a dedicated book series. He gave the covers a yellow background, with an illustration encased first within a red hexagon, later within a red circle. The first novel in this series (called "I Gialli Mondadori") was "The Benson Murder Case" by S.S. Van Dine. Mondadori's big stroke of genius was the decision to sell those books in newstands, not in bookshops. The success was huge, especially when Mondadori started to publish Edgar Wallace's novels. 75 years later, I Gialli Mondadori are still alive and kicking.

Best, Luca Luca Conti

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This archive was generated by hypermail 2b29 : 23 Aug 2004 EDT