In 1939, American fiction magazine imports were undercutting local production. It prompted artists, writers and publishers to lobby for tariffs to stem the tide, and a thriving new market sprang up to slake the public’s voracious thirst for cheap, short fiction.

"There’s a old saying about sex and pizza," Olyphant says, "When it’s good its good and when it’s bad it’s still pretty good. I find that tends to apply to my job."

Though easy to scoff that it’s only in America you’d find an industry lobby group for pizza chefs and pizzeria owners, awards from the Pizza Expo are world-renowned and not to be sniffed at.