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A lively and easy-going picture on the four motoring magazines that came out in Turin in exactly thirty years, from December 1898 to December 1928, as a contribution to rediscovering a mostly forgotten history.
So far, not much has been written about motoring information in the Piedmontese capital and more generally in Italy. The printed press has always reflected the dreams, anxieties and aspirations of writers and readers as a barometer: this is very valid in this context, if we consider the futuristic and pioneering perception that in the beautiful country the collective imagination has of motoring in its prime thirty years of life and beyond.
In reality, it is useful as a common denominator to always keep in mind, the Italians until the sixties will not be a nation of motorists. A socio-economic framework still backward and the lack of a consolidated middle class, will contribute to strongly curb the motorization of the country: still in 1939, the cars circulating throughout Italy will be just 290,000 - one for every one hundred and fifty inhabitants - compared to almost two million which will race in the same year on French roads.
Rather, it will be ours, to use the happy (and typical Anglo-Saxon) definition of car historian Timothy Robin Nicholson, a "nation of enthusiasts". It is precisely our periodicals that act as catalysts and at the same time as "factories" of this collective enthusiasm: in their pages it is clear how promoting the car means promoting the product of the Italian factories, fruit of the genius of the pioneers and the tenacity of the captains of industry, as well as the unfolding of sensational competitions, theatre of the temerity of pilot-heroes by now entered the mythology of a nation.
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