For 69 years, from 1885 until 1954, the "Times" issued on New Year's Day a special annual Midwinter Number or Midwinter Edition that extolled the virtues of Southern California. At first, it was called the "Trade Number," and in 1886 it featured a special press run of "extra scope and proportions"; that is, "a twenty-four-page paper, and we hope to make it the finest exponent of this California country that ever existed." Two years later, the edition had grown to "forty-eight handsome pages (9x15 inches), stitched for convenience and better preservation," was "equivalent to a 150-page book." The last use of the phrase "Trade Number" was in 1895, when the edition had grown to thirty-six pages split among three separate sections.