Since 2007: In competition with Israel Hayom

In 2007, Israel Hayom, a free newspaper owned by the family of casino mogul Sheldon Adelson, was launched. By July 2010, Israel Hayom had overtaken Yedioth Ahronoth as the most read newspaper in terms of exposure with a rate of 35.2% compared to Yedioth's 34.9%.

De-Beer was replaced as editor by Ron Yaron in 2011. As of 2017, the paper is

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