 The phenomenon quickly spread throughout Italy thanks to the publicity transmitted by the nascent commercial televisions that exploit the phenomenon amplifying the message and spreading the style; to make it further famous also contributed a character played by the actor Enzo Braschi that he provided to the nation a stereotyped version of the paninaro in a successful TV show, "Drive In", which helped spread the fashion by codifying in turn some stylistic features to which many young people from all over Italy tried to conform.The success is such that even magazines dedicated to the phenomenon and addressed to the paninari like "Il Paninaro", with a circulation that reached 100,000 monthly copies, followed by "Wild Boys", inspired by the homonymous song of Duran Duran and sung by Braschi in his parody, "Zippo Panino", "Il Cucador" as well as the female versions like "Preppy" and "Sfitty".The beginnings of the phenomenon were observed in Milan in a historical period of settlement of the Italian currency and of important signs of economic recovery, followed by a relative well-being and greater availability of consumer goods.