Context: CREATE TABLE table_14035132_3 (original_air_date VARCHAR, storyboarded_by VARCHAR, no_in_series VARCHAR)
Question: On what date did the episode with a series number 31, with a story written by William Reiss, air for the first time? 
Answer: SELECT original_air_date FROM table_14035132_3 WHERE storyboarded_by = "William Reiss" AND no_in_series = "31"