Encyclopædia Britannica
The "Britannica" is the English-language encyclopaedia/encyclopedia that was in print for the longest time: it lasted 244 years. It was first published between 1768 and 1771 in the Scottish capital of Edinburgh, as three volumes. (This first edition is available in facsimile.) The encyclopaedia grew in size: the second edition was 10 volumes, and by its fourth edition (1801–1810) it had expanded to 20 volumes. Its rising stature as a scholarly work helped recruit eminent contributors, and the 9th (1875–1889) and 11th editions (1911) are landmark encyclopaedias for scholarship and literary style. Beginning with the 11th edition and following its acquisition by an American firm, the "Britannica" shortened and simplified articles to broaden its appeal to the North American market. In 1933, the "Britannica" became the first encyclopaedia to adopt "continuous revision", in which the encyclopaedia is continually reprinted, with every article updated on a schedule. In March 2012, Encyclopædia Britannica, Inc. announced it would no longer publish printed editions, and would focus instead on "Encyclopædia Britannica Online".
Robert McHenry
McHenry believes that Britannica failed to exploit its early advantages in the market for electronic encyclopedias. Britannica had, for example, published the first multimedia encyclopedia ("Compton's MultiMedia Encyclopedia") as early as 1989, but did not launch "Britannica CD" until 1994, one year after Microsoft launched their "Encarta" encyclopedia. McHenry believes these failures were due to a reluctance amongst senior management to fully embrace new technology, caused largely by the overriding influence of the sales staff and management. The sales personnel earned commissions from door-to-door selling of the print encyclopedias, which McHenry believes led to decisions about the distribution and pricing of the electronic products, being driven by the desires of the sales personnel, rather than market conditions and customer expectations.