▁Begin ning ▁in ▁ 1 8 9 8 , ▁Ho oper ▁and ▁his ▁advert ising ▁executive ▁Henry ▁Ha xt on ▁introduced ▁ag gress ive ▁market ing ▁methods ▁( full - page ▁advert is ements ▁and ▁direct ▁market ing ) ▁to ▁sell ▁a ▁repr int ▁of ▁the ▁Britannica ' s ▁ 9 th ▁edition , ▁which ▁was ▁just ly ▁famous ▁for ▁its ▁scholar ship ▁but ▁by ▁then ▁out ▁of ▁date . ▁ ▁Building ▁on ▁the ▁newspaper ' s ▁solid ▁reputation , ▁Ho oper ▁managed ▁to ▁sell ▁an ▁extraordinary ▁number ▁( over ▁ 2 0 , 0 0 0 ▁sets ) ▁of ▁the ▁ 9 th ▁edition ▁and , ▁in ▁ 1 9 0 2 – 1 9 0 3 , ▁over ▁ 7 0 , 0 0 0 ▁sets ▁of ▁its ▁supp lement , ▁the ▁ 1 0 th ▁edition . ▁ ▁The ▁profit ▁on ▁the ▁ 1 0 th ▁edition ▁was ▁in ▁excess ▁of ▁£ 6 0 0 , 0 0 0 , ▁and ▁the ▁roy alt ies ▁paid ▁to ▁the ▁paper ▁made ▁it ▁prof itable ▁for ▁the ▁first ▁time ▁in ▁years . ▁ ▁The ▁relations ▁between ▁Bell ▁and ▁Ho oper ▁were ▁generally ▁positive , ▁partly ▁ow ing ▁to ▁the ▁profit ability ▁of ▁Ho oper ' s ▁methods ▁and ▁also ▁to ▁Ho oper ' s ▁s inc ere ▁respect ▁for ▁scholar ship . ▁ ▁Bell ▁ass essed ▁Ho oper ▁as ▁" a ▁rank er ▁who ▁loved ▁to ▁be ▁accepted ▁as ▁a ▁gentleman . ▁Tre at ▁him ▁as ▁a ▁gentleman ▁and ▁one ▁had ▁no