In the third era (10th–14th editions, 1901–1973), the "Britannica" was owned by American people, who started to advertise a lot to earn more money. The American owners also slowly made the "Britannica's" articles simpler, so it could serve more people. The 11th edition is said by many people to be the best edition of the encyclopedia. Its owner, Horace Hooper, worked extremely hard to make the 11th edition perfect. When Hooper had financial problems, the "Britannica" was managed by Sears Roebuck for about 18 years (1920–1923, 1928–1943). In 1932, the vice-president of Sears, Elkan Harrison Powell, owned the "Britannica".