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ENCYCLOPEDIA BRITANNICA (ELEVENTH

EDITION

The 11th Edition of the Encyclopædia Britannica is an Up-to-Date Survey of Human Thought, Research, and Achievement

Present Low Prices to

Be Withdrawn May 31st

A SAVING OF $10.00
BY THOSE WHO DO
NOT DELAY

-The most Comprehensive The First Distribution of the new Elev

and Authoritative Exposition of Knowledge That

Has Ever Been Published.

More than

enth Edition of this celebrated work will be limited to applications that shall be registered to May 31st, and until this date the present advertised terms of subscription will hold good, but after May 31st a new schedule of higher prices (an increase of $10.00 a set) will go into effect.

Complete Publication

of the work has now been reached, and

the special arrangements for accepting "advance of publication" applications at substantial concessions in price will be discontinued.

Those who have already received forms for making ap

20,000 Applications plication should send them promptly to the

Have Been Registered, of
which 89% Are for the
Thin, Flexible India Paper
Volumes (1 Inch Thick),
Instead of the Volumes

Printed on Ordinary Book

Cambridge University Press

(Encyclopædia Britannica Dept.)

35 West 32d Street, New York and all others who wish to avail themselves of the opportunity to buy the new edition on the most advantageous terms should use the application form on the 4th page of this inset.

TEMPORARY OFFICES

have been opened, where specimen copies of the work in its various

Paper (234 inches thick). bindings may be seen.

IN CHICAGO (Steger Building, Wabash Ave. and Jackson Boule-
vard)

CANADIAN OFFICE: Royal Bank Building, 10-12 King Street,
Toronto, E.

29

THE NEW

ENCYCLOPÆDIA

BRITANNICA

(11th Edition)

Before the Expiration of the Period for
Registering Early Applications for the New
Encyclopædia Britannica at a Substantial
Concession in Price.

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HE new edition has been writ

THER

ten on the same lines of comprehensiveness and unquestioned authority which have given the Encyclopaedia Britannica a worldwide reputation since the issue of the First Edition in 1768-71. It constitutes an entirely new survey of universal knowledge to 1910. No completely new edition has appeared since the issue of the Ninth (1875-1889). The 11th Edition consists of 28 volumes and index, comprising 40,000 articles, 7,000 text illustrations, 450 full-page plates, and 417 maps. The entire contents of the work have been under editorial control before a single page was sent to the printer, so that all the volumes are practi

cally of even date. The contributors number more than 1,500, including scholars, specialist authorities, and practical experts in all civilised countries; £230,000 ($1,150,000) has been paid (to contributors and

editors, as well as for plates, maps,

illustrations, type-setting and corrections, office expenses, etc.) before a copy was offered for sale. The new work combines comprehensiveness with brevity; many thousands of short articles having

been introduced for the first time. Among the new features are dictonary definitions (dealing with

Only the instant and sustained response of the public to the present offer by enabling large and advantageous contracts to be made for paper, printing and binding has justified the publishers in continuing the low "advance" prices, now $10.00 less than they will be after May 31.

A Limited Period was fixed during which "advance" applications might be registered, and general publicity was given to the opportunity extended to early subscribers to enjoy the benefit of a substantial concession in price.

A Large Concession was allowed to those who by subscribing promptly should assist the publishers to print and bind the first impression economically-that is, with actual foreknowledge of the preference of the public. The Immediate Success of the original an

nouncement in November, 4,157 applications being received in the first 30 days, made it apparent very soon that all preliminary estimates of the probable early demand would have to be disregarded. The printing order was then increased to 17,000 sets, all of which had been subscribed for by the end of February. Undoubtedly the

technical or scientific words), biog- Low Price of $4.00

raphies of living celebrities in all countries, a complete history, under alphabetical headings, of classical antiquity, bibliographies of all important subjects, exhaustive accounts of all new countries, the first connected history of modern

Europe, detailed and authoritative

articles on industries and all practical subjects, and the latest results of archaeological research, of exploration, and scientific discovery. The new work contains more than twice as much information as the Ninth Edition, but in the India paper format occupies about one-half the space.

a volume was the chief

factor which called forth so many early subscriptions. The old 9th Edition (25 volumes, 850 pages each) cost $7.50 a volume in Cloth, and $10.00 in Half Russia. The new edition of the Encyclopaedia Britannica averages.

1,000 Pages 40,000,000 words. In view of its broad usefulness as an instrument of popular culture and as a trustworthy guide to sound learning, the Syndics of the Cambridge University Press (the English University of Cambridge having taken over the copyright) regarded it as an especial part of their obligation to the public, in giving the new work the imprimatur of the University, to offer it at a popular price.

a volume, and contains more than

The Approaching Withdrawal of the Present
Offer Will Mark the End of an Opportunity
to Acquire the Work at Prices That Have
Never Before Been Possible.

LARGER

USEFULNESS

OF THE

NEW INDIA

PAPER FORMAT

By promptly mailing the application form on the next page of this inset, the reader will be sure to register his name in time to profit by the present advantageous termsinvolving a saving of $10.00 by those who act at once-on which the new edition is offered.

The Comparative Cheapness

of the

new

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dress in which the new Encyclopaedia Britannica is offered constitutes an advantage which cannot be fully appreciated unless it is considered in connection with the uses to which the book is intended and designed to be put.

There was always something formal, if not almost repellant about the old Encyclopaedia Britannica. All its qualities were of the massive

Encyclopaedia Britannica will, it is believed, impress any kind, including its physical makeone who compares its contents both as to size and character with those of the general run of books. While a collection of 40,000 articles written by 1,500 specialist authorities and constituting a complete inventory of knowledge can be had in no other form so convenient and so accessible (the India paper volumes being easy to hold and therefore easy to read), the same information, if presented in separate books, would make a library of some 400 volumes, and would cost not less than four times the price of the present work. Its cheapness at the price at which it may be had until May 31st is further emphasized by the fact that the

Editorial Cost of $815,000 and the total

cost, including typesetting, plates, maps, etc., of $1,150,000, are yet to be recovered, so that the distribution of the Encyclopaedia Britannica at the present prices is absolutely without regard to profits, and it is necessary that the publishers shall charge for the second distribution considerably more than is now asked. The low

up, and in taking down one of its volumes one had a good deal of the feeling of a schoolboy settling down to do his lessons. After all, the main purpose of a work of reference is to be referred to, and of a work of information to be read, and both are largely defeated under such circumstances. Incomparably the greatest benefit resulting from the innovation of India paper is the more INTIMATE character of the new format. The delightful handiness of the India paper volumes, their readableness, the fact that

they can be picked up and held

in one hand and (in either of the leather bindings) bent back as easily as a magazine, are a sure guarantee that when people come to discover for themselves how

Advance-of-Publication Price will, absorbing a story these volumes

how

ever, have served a useful purpose if it shall prove to be the means of effecting a distribution of the work quickly. among the more intelligent bookbuyers and among libraries, institutions, and learned societies, for the reason that their endorsement of the new Encyclopaedia Britannica will give it ultimately the same position in public estimation that has always been accorded to the work in ten previous and successful editions since the first edition. appeared in 1768-71.

have to tell, they will fill the void of many an otherwise empty and wasted hour. It was Thackeray who said that the great sacrifices of life were comparatively easy, but that it took a hero to face its minor discomforts. On the same principle a book that is uncomfort able to read is only too likely to end up by not being read at all.

31

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SPECIAL LOW PRICES GOOD UNTIL MAY 31

TO THE CAMBRIDGE UNIVERSITY PRESS (Encyclopædia Britannica Dept.) 35 WEST 32ND STREET, NEW YORK

I desire to become a subscriber, at your special prices. to the new Encyclopædia Britannica, 11th edition, 29 volumes.

(first payment of $5.00

I enclose part payment of $ full payment of $_

Please indicate style of binding desired by making a X in one of the squares shown below.

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CEN.-7

The Advance in Price

($10 a set) will be effective both in England and America immediately upon the closing of the list for the first distribution on May 31.

$4.00 A VOLUME is the before-publication price for the Cloth bound copies on ordinary paper (each volume being a large quarto, of from 960 to 1060 pages, and containing an average of 1,500,000 words), and $4.25 is the price for India paper, bound in Cloth (each volume but 1 inch thick), and containing exactly the same contents.

To be Increased to $7.50

It is intended that after May 31st the price shall be increased, and the work will continue to be sold on an ascending scale of prices of which the ultimate price will be $7.50, the same as that of the 9th Edition.

Deferred Cash Payment

This method has been devised for those who do not care to pay the full cash price in one payment. At a slight increase they may pay at practically the cash price, yet spread their payments over 4, 8, or 12 months.

Prospectus, containing specimen pages on India paper, on receipt of request No agents or canvassers are employed.

NOTE-Those who possess copies of previous editions of the ENCYCLOPEDIA BRITANNICA (now out of date) are requested to advise us of the fact, clearly indicating which edition they possess (giving name of publisher and number of volumes), and if they wish to purchase the new edition, will be informed how they can dispose of their old editions at a fair valuation.

Temporary Chicago Office (Steger Building, Wabash Ave. and Jackson Boulevard)

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Toronto 46 (Royal Bank Building, 10-12 King Street, E.)

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