At the time of Harold Evans appointment as editor in 1981, The Times had an average daily sale of 282,000 copies in comparison to the 1.4 million daily sales of its traditional rival The Daily Telegraph. By November 2005 The Times sold an average of 691,283 copies per day, the second-highest of any British "Quality press" newspaper (after The Daily Telegraph, which had a circulation of 903,405 copies in the period), and the highest in terms of full-rate sales. By March 2014, average daily circulation of The Times had fallen to 394,448 copies, compared to The Daily Telegraphs 523,048, with the two retaining respectively the second-highest and highest circulations among British "quality" newspapers. In contrast The Sun, the highest-selling "tabloid" daily newspaper in the United Kingdom, sold an average of 2,069,809 copies in March 2014, and the Daily Mail, the highest-selling "middle market" British daily newspaper, sold an average of 1,708,006 copies in the period.

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