“The Name of the Rose, Umberto Eco’s worldwide bestseller, was released in France forty years ago. A book of more than 500 pages with untranslated Latin excerpts… Question: would it have strive if it had been released now, in our TikTok era? — Fifty? Sixty? Eighty million? It is difficult to know, to the nearest ten million, the number of copies sold to date of Il Nome della Rosa, Umberto Eco’s novel published in Italy in 1980.