The Encyclopædia Britannica is a general English-language encyclopaedia published by Encyclopædia Britannica, Inc., a privately held company. The articles in the Britannica are aimed at educated adult readers, and written by a staff of about 100 full-time editors and more than 4,000 expert contributors. It is widely regarded as the most scholarly of encyclopaedias. The Britannica is the oldest English-language encyclopaedia still in print. It was first published between 1768 and 1771 in Edinburgh, Scotland and quickly grew in popularity and size, with its third edition in 1801 reaching 20 volumes. Its rising stature helped in recruiting eminent contributors, and the 9th edition (1875–1889) and the 11th edition (1911) are regarded as landmark encyclopaedias for scholarship and literary style. Beginning with the 11th edition, the Britannica gradually shortened and simplified its articles in order to broaden its North American market. In 1933, the Britannica became the first encyclopaedia to adopt a "continuous revision" policy, in which the encyclopaedia is continually reprinted and every article is updated on a regular schedule.