Perché in Italia i thriller si chiamano “gialli”
Summary
Max Corone explores why Italy uniquely calls detective novels "gialli" (yellows). He traces the term to Arnoldo Mondadori’s 1929 marketing strategy, which used bright yellow covers to distinguish affordable thrillers. The episode covers the genre's wartime ban, its post-war revival, and clarifies that while "giallo" is a generic term, Mondadori’s specific branding remains protected.
Topics discussed
Intro: Brandy sponsorship and summer reading
Why Italy calls detective novels 'Giallo'
Mondadori and Montano's 1929 marketing strategy
Three theories on the origin of the yellow cover
The first four Gialli and their massive success
Fascist ban on Gialli during WWII
Best-selling Giallo: Agatha Christie records
Trademark rules and closing remarks
Listen ad-free on Castria