information:classification, structural:reformatting
1890 to 1981

The Times faced financial failure in 1890 under Arthur Fraser Walter, but it was rescued by an energetic editor, Charles Frederic Moberly Bell. During his tenure (1890–1911), The Times became associated with selling the Encyclopædia Britannica using aggressive American marketing methods introduced by Horace Everett Hooper and his advertising executive, Henry Haxton. Due to legal fights between the Britannica's two owners, Hooper and Walter Montgomery Jackson, The Times severed its connection in 1908 and was bought by pioneering newspaper magnate, Alfred Harmsworth, later Lord Northcliffe.

In editorials published on 29 and 31 July 1914, Wickham Steed, the Times's Chief Editor, argued that the British Empire should enter World War I. On 8 May 1920, also under the editorship of Steed, The Times, in an editorial, endorsed the anti-Semitic fabrication The Protocols of the Learned Elders of Zion as a genuine document, and called Jews the world's greatest danger. In the leader entitled "The Jewish Peril, a Disturbing Pamphlet: Call for Inquiry", Steed wrote about The Protocols of the Elders of Zion:

What are these 'Protocols'? Are they authentic? If so, what malevolent assembly concocted these plans and gloated over their exposition? Are they forgery? If so, whence comes the uncanny note of prophecy, prophecy in part fulfilled, in part so far gone in the way of fulfillment?".

The following year, when Philip Graves, the Constantinople (modern Istanbul) correspondent of The Times, exposed The Protocols as a forgery, The Times retracted the editorial of the previous year.

In 1922, John Jacob Astor, son of the 1st Viscount Astor, bought The Times from the Northcliffe estate. The paper gained a measure of notoriety in the 1930s with its advocacy of German appeasement; editor Geoffrey Dawson was closely allied with government supporters of appeasement, most notably Neville Chamberlain. Candid news reports by Norman Ebbut from Berlin that warned of Nazi warmongering were rewritten in London to support the appeasement policy.

Kim Philby, a double agent with primary allegiance to the Soviet Union, was a correspondent for the newspaper in Spain during the Spanish Civil War of the late 1930s. Philby was admired for his courage in obtaining high-quality reporting from the front lines of the bloody conflict. He later joined British Military Intelligence (MI6) during World War II, was promoted into senior positions after the war ended, and defected to the Soviet Union when discovery was inevitable in 1963.

Between 1941 and 1946, the left-wing British historian E. H. Carr was assistant editor. Carr was well known for the strongly pro-Soviet tone of his editorials. In December 1944, when fighting broke out in Athens between the Greek Communist ELAS and the British Army, Carr in a Times leader sided with the Communists, leading Winston Churchill to condemn him and the article in a speech to the House of Commons. As a result of Carr's editorial, The Times became popularly known during that stage of World War II as "the threepenny Daily Worker " (the price of the Communist Party's Daily Worker being one penny).

On 3 May 1966, it resumed printing news on the front page; previously, the front page had been given over to small advertisements, usually of interest to the moneyed classes in British society. Also in 1966, the Royal Arms, which had been a feature of the newspaper's masthead since its inception, was abandoned. In the same year, members of the Astor family sold the paper to Canadian publishing magnate Roy Thomson. His Thomson Corporation brought it under the same ownership as The Sunday Times to form Times Newspapers Limited.

An industrial dispute prompted the management to shut down the paper for nearly a year, from 1 December 1978 to 12 November 1979.

The Thomson Corporation management was struggling to run the business due to the 1979 energy crisis and union demands. Management sought a buyer who was in a position to guarantee the survival of both titles, had the resources, and was committed to funding the introduction of modern printing methods.

Several suitors appeared, including Robert Maxwell, Tiny Rowland and Lord Rothermere; however, only one buyer was in a position to meet the full Thomson remit, Australian media magnate Rupert Murdoch. Robert Holmes à Court, another Australian magnate, had previously tried to buy The Times in 1980.