National Geographic : 1913 Jun
"BUSINESS IS GOOD" IKE the brook, the sale of the Ency clopaedia Britannica goes on for ever. The demand is constant; nothing seems to stop it. As a matter of fact, more sets of the Ency clopaedia Britannica have been sold since its first appearance in 1768 than have been sold of all other encyclopedias in all languages, in cluding English, combined. There must be a good reason for this. THE past history of the work is being repeated in the case of the New i th Edition, published by the Cambridge Univer sity Press of England. 16 PRESSES, steadi ly at work since January, finished in June a fifth printing, and then, immediately after, a sixth printing was started, to be finished by Christmas, and this to be followed by a seventh. As one season follows another with mathematical certainty, so each printing of this incomparable work follows upon another without interruption. The supply of Brit annicas must keep pace with the demand for Britannicas, and the demand is con tinuous, like that for any other recognized staple product. While most books that are published have a short career, then die, and are forgotten, the Britannica goes on, always increasing its fame, its sale and its usefulness. Without Precedent in Publishing THE New Encyclopaedia Britannica is a big book, the largest single work ever published, consisting of 29 volumes, with 28,150 pages and 44,000,000 words of text. There have already been printed in a little more than two years 52,500 complete sets (1,522,500 volumes) all but about 5,000 on the now famous thin India paper. There have been used 83,100 reams of this India paper, 8,750 reams of ordinary book paper, and 5,500 reams of art paper for the 450 full-page plates and the maps; over 30 tons of ink and 450 tons of type metal have been employed in printing the English and American editions. As it takes six months to print 5,000 sets, the printing must be arranged for well in advance, so that there may be no shortage in stock, no delay in filling orders, no disappointment on the part of an eager public. "Business is good," but there must be a good reason for it. The Bank of Certified Knowledge THE reason this book has so far outsold all other encyclopaedias-today as in the past-and the reason it is necessary to keep the presses running continuously, is very sim ple: The Encyclopaedia Britannica serves a useful purpose-that of supplying authori tative information. "The feeling which one "Geographic readers may depend upon the character of our advertisers." India paper edition of The New Encyclo paedia Britannica. Each volume but i inch in thickness although containing I,ooo pages.