National Geographic : 1924 Oct
NOW READY! ENCYCLOPAEDIA BRITANNICA I in a New Form 4 at a saving of 46% HE publication of the Encyclopedia Britannica in a New Form at a sweep ing reduction in price marks a new epoch in the history of this great work. To-day you can obtain one of these won derful sets, the latest edition in large type, complete and unabridged, for 46 per cent less than the famous Cambridge issue. Here at last is the ideal Britannica at a price so low that every home can afford it. This is perhaps the most important an nouncement that has been made in the 156 years that the Britannica has been published, and it records one of the greatest publishing achievements of all time. Summed up, it means that it is now pos sible for us to offer you the complete Britan nica printed in large type from the original plates at a reduction of nearly one-half-by far the lowest price at which the newest and latest large type Britannica has ever been sold to the general public. Revolutionary changes in publishing The steps by which the New Form has been made a successful reality is a fascinating story. Leading printers and publishers said: "If you can do it, it will be a big success." Here was an entirely new idea involving revolutionary changes in the publication of the Britannica. But we knew we were right. This idea was the logical outcome of years of experi ence; it crystallized the recommendations of thousands of users and owners of the Britan nica. We gave the specifications to our ex perts and told them to go ahead. Their success has been beyond all expectations. Entirely new idea has revolu tionized the manufacture of the Britannica and makes it possible for us to sell the large type issue in the New Form at lowest price in history. These were the specifications-and they have been carried out to the letter: (1) Large type, easy to read. (2) Complete and latest text. (Nothing omitted, nothing altered.) (3) Fully illustrated. (All the original plates, maps, etc.) (4) Sweeping reduction in price. Why the price is so low First of all, the experts made a striking in novation-they decided to bind this issue of the Britannica in 16 double volumes instead of 32 single volumes. That one change en abled us to save nearly 50 per cent of the binding cost. This innovation was made possible by the use of the famous Britannica Opacity Paper, which is very thin but beautifully white and opaque. We placed an order for zoo tons sufficient for 1o,ooo,ooo books of ordinary size-at a time when prices in the paper market were at their lowest. .1 .r.."r" "r""r"r""ra.."--"- . w"r""a"r" "r"r.-r. -"r." ."r"ar"""yrr""r"ry "r"