National Geographic : 1911 Nov
It is open to question which of these new fei ures the sponsorship of the great Enlish University, the use of India paper for a work traditinally regarded as a series of bulky and unattractive volumes, or the low price-contributed most to the extraordinary suc cess of the first distribution. "Nothing succeeds like success," and so the novelty of the idea of the En cyclopedia Britannica actually falling at last into the category of books that one likes to have close at hand -for arm-chair or fire-side reading, or handy enough "to tuck in a grip," as a New England college pro fessor expressed it-quickly appealed to a wide circle of American and English book buyers, and ultimately forced the publishers to resort to the expedient of accepting thousands of orders subject to delay in manufacture. The manufacture of the 11th Edition exceeded all records in the printing and binding of books. 32,000 sets, 928,000 volumes, were printed, bound and de livered between January 20th and October 25th. Of these, 90 per cent were printed on India paper, and but 10 per cent on ordinary book paper, the almost unanimous preference of the public for the convenient new India paper form testifying to the fact that a new standard in the technical production of books had been reached. It was necessary to purchase abroad 2,000 tons of India paper, none being made in this country. India paper volumes, bound in in and Full Flexible Morocco, PROMPT DELIVERY ASSURED The Cambridge University Press is now able to announce that all arrears in delivery have been caught up, the publishers having for some months devoted themselves wholly to the task of manufacturing,of dealing with the largest aggregate of sales in the history of publishing They are daily in receipt of evidence (in the form of appreciative and enthusiastic letters from subscribers in every walk of life) of the extended reputation of the work for every purpose of reading, reference and research. In view of this popular endorsement of the book as sustaining the fame of the university whose imprimatur it bears, as also the great tradition, extending over 140 years, of The Encyclopedia of which it constitutes the last edition, the publishers, in reopening the sub scription lists, confidently anticipate a demand for the forthcoming issue which will rival that for the first. The printing and binding of so large a work are, necessarily, slow, especially in the case of the India paper edition, and the publishers are far from san guine that the available supply will suffice to meet the orders due to the approaching Christmas season. ORDERS FOR CHRISTMAS PRESENTS Therefore, subscribers who contemplate presenting the 11th Edition of the Encyclopaedia Britannica as a Christmas gift-and, assuredly, no gift could be conceived which would be more prized, more useful, or which, in years of efficient service, would more frequently recall the donor-are advised to make immediate application, for only if they do so can the publishers guarantee delivery on or before December.25th. Partic ularly is this advice offered in the case of subscribers living in remoteparts of the country, in hipping to whom allowance must be made for a considerable interval for transport and for possible delays en route.