Britannica Encyclopedia 2009 Serial No
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US advertisement for the 11th edition from the May 1913 issue of In the third era (10th–14th editions, 1901–1973), the Britannica was managed by American businessmen who introduced and sales. The American owners gradually simplified articles, making them less scholarly for a mass market.
New World Encyclopedia 2009
The 10th edition was a nine-volume supplement to the 9th, but the 11th edition was a completely new work, and is still praised for excellence; its owner, lavished enormous effort on its perfection. When Hooper fell into financial difficulties, the Britannica was managed by for 18 years (1920–1923, 1928–1943). In 1932, the vice-president of Sears, assumed presidency of the Britannica; in 1936, he began the policy of continuous revision.
This was a departure from earlier practice, in which the articles were not changed until a new edition was produced, at roughly 25-year intervals, some articles unchanged from earlier editions. Powell developed new educational products that built upon the Britannica 's reputation.