INCREASE IN PRICE-No More Monthly Payments 



Why the Change Is Made 

 at This Time 



A reader who thinks that it would suit him 

 better to purchase the Encyclopaedia Britan- 

 nica on the monthly payment system and at 

 the low price next year, than to do so now, may 

 wonder why the sale should not be continued 

 under the present conditions. 



The employment of the large capital required 

 for instalment sales, and the minimizing of 

 profit entailed by exceptionally low prices, are 

 expedient in the case of a new work of which 

 the contents are so voluminous and so varied 

 that the}^ cannot adequately be represented by 

 advertisements. On the other hand, the rapid 

 distribution of a large number of copies upon 

 unusually attractive terms firmly establishes 

 the reputation of the work. Now that this 

 has been done, a continuous, though slower, 

 sale through booksellers and agents is more 

 profitable and less troublesome. On the one 

 hand, those who most need the Encyclopaedia 

 Britannica, and those to whom its acquisition 

 in the ordinary way would be most difficult, 

 have already subscribed or can at once sub- 

 scribe. On the other hand, it is now better 

 known, more highly appreciated, and more con- 

 stantly used than any other book to which the 

 20th century has given birth. 



The Object Achieved the 

 Offer Closes 



The editor completed a great achievement 

 when he passed the volumes for press. Its 

 publishers have now accomplished the equally 

 necessary task of introducing the volumes in 

 all parts of the world. And, after this final 

 subscription sale, those who want the Ency- 

 clopaedia Britannica must buy it and pay for it 

 as they buy and pay for any other book. 



A Book Now Known to All 



It may be safely assumed that virtually every 

 reader of this announcement has either seen 

 the new Encyclopaedia Britannica in the house 

 of some friend, or heard it so highly com- 

 mended and so often quoted that its general 

 character and its original features are already 

 known to him. The notes which appear under 

 the photograph of the volumes (see next page) 

 should sufificiently refresh his memory in this 

 connection ; and for the purpose of this brief 

 sale it is not proposed to invite applications 

 for any descriptive prospectus, though spe- 

 cific questions will gladly be answered. 



There are, doubtless, some intending purchasers, 

 however, who have delayed because theywould hke first 

 to convince themselves concerning certain points such 

 as cannot be covered in any general description. In 

 particular, a reader may argue that his hesitation does 

 not in the least call in question the value of the book, 

 only his capacity to profit by it. "A series of volumes 

 in which leading specialists collaborate to answer any 

 question that can reasonably be asked should be in- 

 valuable. Will it prove so in my case? Shall I, in 

 fact, use it when I have it ? " This is not a matter for 

 reasoning, but for experiment. Arguments on this head 

 are words wasted. Only actual examination and use 

 of the volumes themselves can satisfy the desire to be 

 reassured on this point. 



" Conditional Purchase " 



It has accordingly been decided that the wishes of 

 those who truly seek an answer to this question will 

 best be fulfilled by permitting conditional purchase, 

 /. e., the subscriber holds himself free to return the vol- 

 umes after ten davs' use and claim a refund of $3.75 

 from the §-5.00 sent with his order. The reader who 

 would subscribe with this proviso must endorse the order 

 form "Conditional Purchase." On no account will the 

 privilege be granted to those who order without such 

 endorsement, since it is essential that the precise num- 

 ber of copies supplied on these terms must be known. 



For the Present Only 



As it is only practicable to part, in this provisional 

 manner, with a small proportion of the copies now on 

 hand, this privilege may have to be withdrawn at any 

 moment. Those who wish to prove for themselves 

 that the Encyclopaedia Britannica will really be useful to 

 them, confirming their opinion from actual examination 

 of the volumes, should make due application to-day. 



